The Christopher & Dana Reeve Foundation has launched “Reverse”, a PSA featuring the story of Rob Summers, a former college baseball pitcher, who was completely paralyzed from the chest down in 2006 after being struck by a vehicle in a hit-and-run accident. The commercial uses falling dominoes to represent a spinal cord injury’s devastating effects—which are physical, as well as emotional and societal. Today, Summers is able to stand and step with assistance on a treadmill and move his legs voluntarily. These unprecedented outcomes are the result of his participation in a landmark scientific study of a novel experimental therapy that combines continual direct epidural stimulation of his lower spinal cord with intense locomotor training (assisted stepping on a treadmill). The study was funded by the National Institutes of Health and the Reeve Foundation.
Click on the image below to play the Reverse video in YouTube (HD)
The Reeve Foundation has full information on the campaign and the SCI Epidural Stimulation Center online. Plans for a full-scale campaign, featuring print advertising, are also being explored by BBDO and the Reeve Foundation.
The Reverse ad was developed at BBDO New York by chief creative officer David Lubars, executive creative producer Wil Boudreau, art director Daniel Sinisterra, copywriter Chris Holzfeind, music producer Rani Vaz and agency producer Bob Emerson.
Media was handled by OMD. Time was donated by Hulu and NCM.
Filming was shot by director Greg Ramsey via Curious Pictures and @Radical Media. Post production and effects were produced at The Station, with editor Jose Norton. Original music was by Trivers & Myers.