The spot above, a PSA ad for the Canadian Paralympic
Committee takes the cake for inspiring storytelling. And with the Paralympic
only being about six weeks away I thought I’d share. The spot uses amputee
runner Alister McQueen races around a track at night, initially he only dodges
wheelchairs but as he progresses through different elements of a car
accident. For example, he runs
through a rehabilitation room, a trauma ward staffed with medical personnel and
even a row of emergency crews.
Interestingly, the PSA was filmed in one continuous shot to
accomplish the project quickly due to threats of rain. As for the order of
events, the ambulance crews and rehab scenes were placed ahead of the actual
crash so it would seem more like a dream sequence.
This spot was created by BBDO Toronto.
Best,
-A.B.
