Cannes Lions
MCCANN HUMANCARE, New York / JANSSEN PHARMACEUTICAL / 2017
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We open on a lone car in a parking lot, just before dawn. Our protagonist gets out and walks toward a gate, unlocked by a lifeguard. Camera cuts to a shot of him standing at the end of a vast public pool, alone.
As he stretches, we see psoriasis across his back. And realize that he’s there at this hour to avoid being seen. We hear his thoughts. They form the narrative, and begin by seeing the good in having the pool all to himself.
Our protagonist dives in, swims, and his thoughts continue. Subtly, they wander and slip down the path of all he’s missing out on. It builds until a moment of realization stops him in his tracks. We see and feel his regret through the long lens of the camera. VO quietly comes on: People with psoriasis are living smaller lives. How small is yours?
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