Down Syndrome Society Unveils Incredibly Powerful & Equally Sweary TVC

Down Syndrome Society Unveils Incredibly Powerful & Equally Sweary TVC

[Warning: this article and video contain language some readers may find offensive]. Canada’s Down Syndrome Society has unveiled its latest campaign that’s as delightfully potty-mouthed as it is powerful.

The ad features a number of delightful folk with Down Syndrome who urge the watcher to do one thing – never say sorry when a baby is born with Down Syndrome.

Titled “Anything But Sorry”, the campaign is the work of creative agency FCB Canada, and sees the participants answering common questions they’re often asked – all with great wit and lewdness. Check out the fun and powerful spot below.

This latest incarnation follows previous work for the Down Syndrome Society which took home a Cannes Lions in 2016.

Commenting on the new campaign, Nancy Crimi-Lamanna, co-chief creative officer at FCB Canada, told US industry site Ad Week: “In talking to parents of children with Down syndrome, a recurring and devastating theme kept emerging.

“We heard stories of how traumatising the reaction towards the birth of their child was. Whether they had chosen to have the baby or it was a surprise, the reactions from family, friends and even healthcare providers was the same – a heartfelt ‘sorry.’ For many, this feeling of mourning, loss and sadness is their most prominent birth memory,” she said.




Please login with linkedin to comment

Ad campaigns Canada's Down Syndrome Society

Latest News

The Mars Agency Announces Latest Findings Of Retail Media Report Card
  • Advertising

The Mars Agency Announces Latest Findings Of Retail Media Report Card

The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
  • TV Ratings

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick

A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]