Ogilvy reverses assumptions in AIDS appeal

A couple of recent road-safety PSAs have shown time running backwards to make the point that drunken accidents can't be reversed. The ravaging effects of AIDS can be reversed, however, as shown in this powerful Ogilvy spot for South Africa's Topsy Foundation—which uses a time trick that's not revealed until the end, when we realize that woman isn't dying but is actually getting better. Potential contributors should be suitably stirred by seeing their patronage imbued with the power to cheat the reaper.

—Posted by David Gianatasio @ Adfreak
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