- Friday, Jun. 29, 2012
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Gary Watson of DentsuBos, Toronto, served as creative director, writer and director of this cinema commercial which shows person after person shrugging off a friend with statements like you're imagining things, all you need is a girls' night out, nothing a few beers won't fix, you're making a big deal out of nothing, and get over it. All this is shot from the POV of the unseen person whose feelings are being dismissed.
A supered, sobering question then appears on screen: "Is it any wonder why 2 out of 3 people living with mental illness suffer in silence?"
A parting supered message then reads, "Defeat denial. Help defeat mental illness," accompanied by the logo for Toronto's Centre For Addiction and Mental Health (CAMH).
"I think we've all said things like this without even thinking about the signal we might be sending," noted Watson who directed the spot via Holiday Films, Toronto. "It's almost like saying, I don't really want to hear about it or deal with it. And for someone living with a mental illness, that's just another reason not to speak up or get help."
Editorial: School Editing Mark Morton, editor Audio: RMW Music