Instead of a Pea Soup Puking girl, a boy who has lost his musical way, and is listening to the Brazilian equivalent to Justin Bieber, is saved by a Neil Youngish priest who performs an "endocism"
It's refreshing to see a breast cancer awareness ad that doesn't attempt to be funny. It's also a nice use of medium since it's free and public. Taking the tactic of humanizing and supporting a post-mastectomy body is a really nice tactic too.
I do wish they spent more time on the ads and less on the making of the ads. I would have liked to have seen the amount of sharing on social media that occurred too, as my own search didn't reveal much beyond the Ad publications and Ad peeps sharing it.
These aren't technically print ads. They were included with the press release for JWT's "Tinta Contra o Câncer" campaign for A.C.Camargo Cancer Center. But i think they're more powerful than the case study video which spends more time explaining the concept and less time showing the work.
The translation is a wee bit too direct for the humor to come out, but the idea that a kid wants to protest the idea that better schools make a difference and is unable to spell the words right is