Baseball player Lou Gehrig is the most well known sufferer of ALS (amyotrophic lateral sclerosis), so much so that the disease is named after him by the ALS Association in the United States. Gehrig was diagnosed with ALS on his 36th birthday, tragically ending his successful career as a hitter. He died two years later in 1941, suffering from rapidly increasing paralysis, difficulty in swallowing and speaking, though without any impairment of mental functions. Lou hit 493 home runs and batted 240 in 2130 consecutive games. But in his final years he was unable to tie his own shoelaces. This advertising campaign, designed at BBDO New York, involved tying shoe laces through die cut holes on the back pages of magazines, and leaving them undone.
The Shoe Laces ad was developed at BBDO New York by chief creative officers David Lubars and Bill Bruce, creative directors/copywriters/art directors Frank Anselmo and Jayson Atienza, and copywriter/art director Jeseok Yi.