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SickKids VS “Undeniable” 2017

SickKids VS “Undeniable” (2017) is a SickKids VS commercial directed by Mark Zibert for Cossette. It won 3 awards, including Epica 2017 Gold Direction & Cinematography.

This powerful ad for SickKids Foundation portrays children battling illnesses as warriors, highlighting their strength and the hospital's commitment to fighting for them.

Video: Cossette Chicago on Vimeo

Shot by shot

  1. A young male patient with a nose ring looks at his reflection in a mirror in a hospital room.© SickKids VS0:03
  2. The word "SICK" is displayed prominently on a glass door, with a blurry reflection of a person visible behind it in a hospital room.© SickKids VS0:11
  3. A silhouetted medieval knight on horseback rears up against a dramatic sky, with the word "FIGHTS" superimposed in large, bold letters.© SickKids VS0:20
  4. A knight in dark, ornate armor stands amidst a thick, blue-tinted fog, holding a sword.© SickKids VS0:26
  5. A muscular, shirtless man with a mohawk screams intensely at the camera in a studio setting, his body glistening with sweat.© SickKids VS0:36
  6. The word "AUTISM" appears in white text over a blue background with a faint outline of a human brain.© SickKids VS0:47
  7. A muscular male bodybuilder in black briefs and boots lifts a heavy barbell in a stark, industrial-looking room.© SickKids VS0:55
  8. Four medical professionals in scrubs rush a young patient on a gurney down a hospital hallway, looking determined and focused.© SickKids VS1:07
  9. The word "DEFEAT" is seen inside a clear syringe, with red liquid and bubbles swirling around it, suggesting a struggle against illness.© SickKids VS1:20
  10. A woman with long dark hair and a pink top looks concerned while talking to a person in a white lab coat in a hospital hallway.© SickKids VS1:31
  11. A large army of medieval warriors, carrying blue flags and shields, charges across a smoky battlefield under a cloudy sky.© SickKids VS1:42
  12. A person with dark hair and a swim cap is seen underwater in a swimming pool, with the water's surface visible above them.© SickKids VS1:48

Stills © SickKids VS. Made by Cossette and Mark Zibert.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Sick children are warriors, and the hospital fights alongside them.

Tagline: “FUNDTHEFIGHT.CA”

children as warriorsmedical staff as alliespersonification of illness as enemytransformation sequenceslow-motion actionmontage of struggles and triumphs

The cut

Length
120 s
Shots
141
Average shot
0.9 s

What creatives use SickKids VS “Undeniable” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of SickKids VS “Undeniable”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young male patient with a nose ring looks at his reflection in a mirror in a hospital room.© SickKids VSThe word "SICK" is displayed prominently on a glass door, with a blurry reflection of a person visible behind it in a hospital room.© SickKids VSA silhouetted medieval knight on horseback rears up against a dramatic sky, with the word "FIGHTS" superimposed in large, bold letters.© SickKids VSA knight in dark, ornate armor stands amidst a thick, blue-tinted fog, holding a sword.© SickKids VS
    Frames from SickKids VS “Undeniable”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of SickKids VS “Undeniable” in order, with its length, framing and what happens in it.

    A young male patient with a nose ring looks at his reflection in a mirror in a hospital room.© SickKids VSThe word "SICK" is displayed prominently on a glass door, with a blurry reflection of a person visible behind it in a hospital room.© SickKids VSA silhouetted medieval knight on horseback rears up against a dramatic sky, with the word "FIGHTS" superimposed in large, bold letters.© SickKids VSA knight in dark, ornate armor stands amidst a thick, blue-tinted fog, holding a sword.© SickKids VSA muscular, shirtless man with a mohawk screams intensely at the camera in a studio setting, his body glistening with sweat.© SickKids VSThe word "AUTISM" appears in white text over a blue background with a faint outline of a human brain.© SickKids VS
    Length: 120 s · Shots: 141 · Average shot: 0.9 s

  3. 03Ad ideas: every spot built on a transformation sequence

    Before you present an idea, you need to know who has done it, and how.

    SickKids VS “Undeniable” is built on a transformation sequence. Search the library by idea to see every spot that uses it.

    Shiseido make up “The Party Bus”© Shiseido make upAqualtis Washing Machine “Underwater World”© Aqualtis Washing MachineHonda “Grrr”© HondaKaiser Permanente “Moving All To One”© Kaiser Permanente
    Shiseido make up · Aqualtis Washing Machine · Honda · Kaiser Permanente

More commercials by Mark Zibert

More from Cossette

Award-winning public service & ngo commercials

Questions

Who directed the SickKids VS “Undeniable” commercial?

Mark Zibert directed it, for the agency Cossette.

Which agency made SickKids VS “Undeniable”?

Cossette created it for SickKids VS (2017).

What awards did SickKids VS “Undeniable” win?

3 awards, including Epica 2017 Gold Direction & Cinematography, Epica 2017 Gold Public Interest – Social and Epica 2017 Bronze Online Campaigns – Public Interest.

What is the tagline of SickKids VS “Undeniable”?

“FUNDTHEFIGHT.CA”

Sources for the credits and awards

winners.epica-awards.comwinners.epica-awards.comwinners.epica-awards.com