Kindness brings cancer patients back to life

Belgium’s Foundation Mimi uses the duality of mannequins—they’re both familiar and outre—to devastating effect in this simple yet stirring spot from Leo Burnett in France. The group provides advice on mental health, beauty and style to cancer patients, who often feel dehumanized by the disease. Such a connection—the human interaction as much as the actual services provided—makes the patients feel like “real” people again. Here, a mannequin tearfully comes to life as a woman helps her with her hair, makeup and lipstick. You’re made of plastic if you’re unmoved by the final transformation, which surely ranks among the most evocative scenes in advertising all year. Via Osocio.