Swedish Foundation Gala Ad

There's an almost automatic response among mothers and grandmothers when they see this ad. They want to look. Which is precisely what we were aiming for in this ad announcing a special fund-raising opportunity for the Swedish Medical Center Foundation. At Swedish's upcoming gala event, there will be a special auction to help fund a simulator that lets doctors and nurses practice difficult and delicate procedures on a baby mannequin--not a real baby. When that's the topic of your ad, how can you not use one of the most powerful visuals known to humankind (especially womankind)?