an empty bed appears suggesting a fatal outcome, but finally the outcome is not such , the girl recovers, goes back to her old ways with her mischief and returns to play in the background the most exultant version of the song “I Fought the Law”.
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The Cossette agency signs the new commercial for the Montreal Children’s Hospital Foundation . “We deliberately decided to adhere to a positive message that differs from the codes commonly used in this category,” explains Michel-Alex Lessard, VP of strategy at Cossette. “Based on the ‘insight’ that a healthy child is a naughty child, we have inaugurated a new world of creative possibilities and thus have created a point of differentiation”, he adds.
With the spot, the USA B2B List foundation wishes to spur a donation campaign that has an ambitious goal in mind: to raise 200 million dollars.
“We need donors and our main ambition is to remind citizens and parents that having healthy children with an inexhaustible repertoire of mischief is actually a real blessing, ” says Lessard.
Benjamin Nicolas, councilor of the 4zero1 production company, filmed the spot during the summer and did so respecting at all times the security measures to prevent COVID-19 infections and placing a real family like life itself in front of the camera . The one who plays the mother is a professional actress, but her partner and 6-year-old Eugénie have made their debut in front of the camera in “Long Live Little Brats.”