"Mind Games"

1 May 2026

30s

Check Yourself Before You Wreck Yourself

The protagonist in Rula’s ad, aimed at those who are considering therapy but feel hesitant to take the first step, is quite literally of two minds… and two bodies. Three, if you include the version of herself crying in the corner.

She circles the idea of therapy, voicing the kinds of doubts and questions that often prevent people from seeking professional help. But her second self is ready with a counterpoint every time... calm, rational, and reassuring.

Visually, the creative direction feels reminiscent of The Queen’s Gambit: a beautiful chess player, caught in a battle within her own mind. Indeed, one could argue that Anya Taylor-Joy's character in that drama might have benefited from Rula’s services!

USA

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