Head, Shoulders, Knees, Toes Pull Heart Strings
You had to go and do it didn't you, Lowe Roche Toronto? Bring us down. Make us feel all emotionally overwrought. Make us feel like we're a loser because we live our happy life without much regard for those who don't have it as fortunate. Force us to watch the lives of others decay in front of our eyes - all within 60 seconds.
To that, we say brilliant. Yes, brilliant. This commercial for the ALS Society of Canada hits hard and dramatically illustrates the life-altering effects of Amyotrophic Lateral Sclerosis, more commonly known as Lou Gehrig's disease. In the spot, we see the increasingly debilitating effect of ALS and his family. It's not pretty. But then again, neither is the disease. And that's the whole point.
The spot uses the children's song, Head and Shoulders, Knees and Toes. Explaining the song selection, Lowe Roche Creative Director Chistina Yu said, "We chose to create a spot that was musically and emotionally driven to raise awareness for ALS. This song is one which everybody can relate to and we wanted to use it unconventionally to illustrate how this disease eventually affects every body part."
The last verse will get you.