A few years ago we met a farmer who lost his wife to Lou Gehrig’s disease. The process was short but painful: it hit her all of a sudden, and took her in a matter of months.
He ended up publishing their story under the title When the Music Stopped. When we asked why he chose it, he explained that Lou Gehrig’s — or Amyotrophic Lateral Sclerosis (ALS) — functions by depriving you first of the muscles you use most. It spreads rapidly to the rest of your body, and finally ends in death. His wife was a piano player; in her case, things began falling apart when she could no longer play.
Imagine it: the slow dismantling of your life, beginning with the loss of your smallest, dearest pleasures. It’s a terrible thing to hear, and a worse thing to experience first- or second-hand.
That’s the crux of “Head and Shoulders,” a powerful ad released by the ALS Society of Canada. Put together by Lowe Roche to the playful, active tune of “head and shoulders, knees and toes,” it makes you privy to a father and his family as their universe spirals into painful stillness … along with him.
The print campaign, “No Signal,” is just as visually compelling. It also teaches you a bit about how ALS starts. See Hands (1 and 2) and Legs.
