ALS

This advertisement comes from the dutch ALS foundation, which studies Lou Gherig's disease. The striking message really ads perspective to the fatal disease. In one short statement depicting the date of diagnosis, the larger text is given intense meaning: Lou Gherig's kills, and it does so quickly.

The emotional appeal of this advertisement is undeniable; it says so much more than the few words printed, "I have already died." The expression is haunting, and paired with the text we are, for a moment, staring death in the face. These diseases are not only killing, they are doing it right now. The sense of urgency is great, reminding the target that we cannot keep waiting for a cure, we must demand it.

Many advertisements for disease avoid the mention of death, they opt rather to emphasize hope and give those affected something to believe in. However, the target was not those currently affected by the disease. They know well the threats and are already actively participating in the search for a cure, whether it was their choice or not. This ad geniusly targets those unaffected, those who have never been affected by ALs. Everyone, though, has been touched by death. Appealing to the sympathetic, the logical, and the efficient; this advertisement reaches out and encourages action, which is the most important thing an ad can do.