A young blonde woman is getting ready to go for a run. The reflection in her bathroom mirror is of an older woman. The reflection in a hallway mirror is of an African American woman. As she boards a bus, a brunette is seen in the glass of the door. Taking her seat, a bald woman in a scarf is reflected in the window. "You don't just run for yourself" appears on screen. A truck carrying glass reflects all the women in the spot and more. "You run for everyone affected by breast cancer" appears as jogger run into Central Park towards Race for the Cure start.
Philosophie
To hire Maurice Marable whose work had the "feel" they were looking for--reflective and real. "The challenge was how to make the reflections seem believable and natural, and create emotions in an ordinary way," says Marable.
Problem
To raise awareness for the race, encourage women to enter to run and convey the fact that everyone who participates or contributes to the Race for the Cure does so for all the women who suffer and have suffered from breast cancer.
Ergebnis
A haunting and powerful PSA that conveys the "every woman" aspect of breast cancer. All of the "reflections" add up to convey the message that women are in this together and by running the Race for the Cure, you run for all women,