"House of Legends"

7 October 2022

1 min 50s

Paradise found.

Mark Zibert's latest ad for the SickKids Foundation reworks Pastime Paradise by Stevie Wonder to great effect. Here, "they've been spending most their lives/Living in a future paradise" is used to back the construction of a second SickKids hospital in Toronto.

First, Zibert takes viewers back to 1875 when the Hospital for Sick Children was founded. As black-and-white photos give way to high-tech equipment, the narrator notes how some patients "become legends within moments of their very first breath"; others "will give their entire youth for a chance to grow old".

Lines like this hit home more than expected, though SickKids also want this appeal to be triumphant rather than gloomy. Thus, youngsters stand next to knights, roar like tigers, and smash equipment with baseball bats. Epic, carthatic work from Zibert and co.

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