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Komen New York City Race for the Cure: "Reflections"
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Description
------------------------------------ PSA: A blonde woman is getting ready to go for a run. As she washes her hands, the reflection in the mirror is of an older woman. When she passes another mirror, an African American woman is seen. As she boards a bus, a brunette is seen in the glass of the door. In the bus window, a bald woman in a scarf is in the reflection. "You don't just run for yourself" appears on the screen over the main character when she exits the bus. A truck carrying glass panes crosses in front of her and all the women shown in the reflections throughout the spot, plus many more, are seen standing with her. "You run for everyone affected by breast cancer" appears on the screen as she jogs into Central Park towards entrance of Race for the Cure. Creative Commentary ------------------------------------ "When I got the script, it was just so different, the idea was haunting and powerful," says Believe Media director, Maurice Marable. "The challenge was how to make the reflections seem believable and natural, and create emotions in an ordinary way." Everyone involved with the creation of the spot donated their services, "but no one treated it like a donation," says Marable. "Nobody gave a half-hearted effort."
Senior Acct. Director: Sherri Chambers Related |
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