Breast Cancer Excuses

IBCC (Instituto Brasileiro de Controle do Câncer) in Brazil has commissioned a public service commercial, “Excuses”, reminding viewers that putting off checking for breast cancer lets breast cancer grow.

I never Remember - Breast Cancer Excuses


The Excuses ad was developed at Ogilvy São Paulo by creative directors Anselmo Ramos, Fred Saldanha, art directors Fernando Reis and Guilherme Nobrega, copywriter Marcelo Padoca, head of art Denis Kakazu.

Filming was shot by director Rick Thiele via Blacknail Pictures with director of photography Mario Ucci, editor Rick Thiele. Sound was directed by Dr DD/Bonde Fumegante.