In a world where endless screen time bombards us with a relentless stream of ads, it’s easy to end up feeling hollow—pushed into guilt trips, fear of missing out, or sold things we neither need nor care about. But what if advertising could be different—what if it connected us, inspired us, and honored our shared humanity? Brands rooted in honesty and down-to-earth values already hold the most powerful foundation for storytelling, capable of forging genuine bonds around products we might never buy, yet still feel part of something meaningful.
I just watched the SickKids “Fight for Every Birthday” spot, and I’m honestly speechless. From the very first frame—kids in boxing gloves facing off like seasoned athletes—it grabbed my attention and wouldn’t let go. That blend of surreal visuals and genuine smiles turned the hospital room into an arena where every punch wasn’t just choreography, but a real-life battle for hope. It’s the kind of Distinction and Emotional Storytelling that makes a commercial stick in your mind long after it ends. Seeing actual patients trade blows to win more birthdays felt both daring and authentic, reminding me that the best ads don’t just sell ideas—they make you feel them.
But what really floored me was the clarity of its call to action. There’s no hemming and hawing, just “help us fight”—and suddenly you’re not a spectator but part of the ring. That blend of genuine empathy, rock-solid authenticity, and an unmistakable next step is what turns a moving story into real change. If more campaigns followed this playbook, we’d all walk away inspired—and I’d be hooked, eager to see what brilliance comes next.
Where to Donate
Sick Kids Foundation: SickKidsFoundation.com
Want to make a difference for your company, campaign or ideas?
Marketing Company: FCB Canada
Award Winning Marketing Solutions Provider and blog: The Drum
If you know of any other person, group or agency that deserves to be recognized for any excellent work that helps humanity or enhances the human experience please contact me on BlueSky.
I hope you have an inspired day!
Neil