Roberta Flack provides the soundtrack for this 60" tie-up between ITV and the Motor Neurone Disease Association (MNDA). Scored by 'The First Time Ever I Saw Your Face', the ad centres on real-life couple Mike and Zoe Sumner, four years after Mike was diagnosed with MND.
He depends on Zoe to feed him, dress him, and more, but the charity and director Tim James Brown know that's not the whole story. What about the wedding ring that hangs from Mike's neck? Or the moments when his eyes meet Zoe's and emotions rise to the surface? Ignore them and you disregard the connection that still exists.
It's hard not to wonder what Mike and Zoe's life was like before his diagnosis, but it's easy to see that love has persevered through his physical deterioration. Coupled with a 'Coronation Street' plotline about motor neurone disease, the charity hope Mike and Zoe's story reframes the condition for viewers.
Product Category: Charities