Breast Cancer Cure Research Trust in New Zealand wants to give every woman a life well lived, a goal acted out in “Growing Old”, an award-winning television commercial. Y&R Auckland won a Gold Film Lion at Cannes International Advertising Festival 2009 for the public service spot which calls for donations towards the charity.
We’re shown a family gathering around an old woman on her death bed, to the sound track, “Sylvie” by Sweet Honey and the Rock, an all woman African American voice ensemble. We’re shown flashbacks and photographs from the woman’s life. “More women should die of old age. The sooner we get donations, the sooner we’ll find a cure”, is associated with the website, curebreastcancer.org.nz
The video has been removed from YouTube.
The Growing Old ad was developed at Y&R Auckland by creative director Vaughn Davis, art director Wendy Lawn, copywriter Steve McCabe, and agency producer Zoe Yendell.