One of the challenges of creating ads for opera and symphony programs (besides the usual reader apathy that all advertising faces), is the environment. The lights are low. The audience is eager for the show to begin. And it's not considered polite to bury your nose in the program. Still the Swedish Medical Center Foundation wanted to make a point to well-heeled potential donors that until cancer is cured, there's an urgent need for private contributions to fund the work at the Swedish Cancer Institute. The result? This simple, eye-catching ad. Don't you think you'd look if you saw it at intermission?