Rethink Breast Cancer in Store

Rethink Breast Cancer in Canada promoted Fashion Targets Friday in May 2007 with Store, a TV advertisement connecting a near miss with death and the target t-shirt. A woman walks through a store and stops to look at bangles. Her eye is caught by a t-shirt with a target on it. As she walks over to look closer a section of the store’s ceiling falls to the ground, right where she had been standing. The web site

It Could Save Your Life


The Rethink! Store ad was developed at John St. Advertising, Toronto, by creative directors Stephen Jurisic and Angus Tucker, art director Rob Trickey, copywriters Neil Shapiro and Mia Thomsett, and agency producer Dale Giffen.

Filming was shot by director Sara St Onge via Soft Citizen, Toronto, with producer Nick Sorbara, executive producers Eva Preger and Link York, and director of photography Dylan MacLeod.

Filming was edited by Graham Chisolm at Relish Editing, Toronto.

Music is by Julie Doiron.