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Ontario Government – The Risk

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Sports-related advertising always seems to focus on drive, determination and pushing through the pain barrier. At first glance, that's exactly what the clever The Risk for the Ontario Government looks to do - telling the tale of a determined young sportswoman who'll suffer the thwacks and tumbles needed to excel.

However, after a particularly nasty wallop to the head, our tenacious protagonist's training starts to take a turn for the worse. With subtle visual touches and clever breaks in the edit, Scouts Honour's Mark Zibert manages to show the impact of the impact with ingenuity.

Perfectly capturing the vibrancy and drive of the films it's spoofing, and with a perfect bit of pacing for the downfall, this smart and important spot from agency Rethink is a timely reminder to keep an eye on your health.

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