Superb messaging, and a use of the medium that I can’t recall specifically seeing, at least any time recently. TV advertising never looked quite like this (or didn’t, as the case may be). The “ad” for The Quebec Foundation for the Blind by Sid Lee in Montreal, interrupted a sports show on Canadian TV with ten seconds of blackness while the audio continued to run. Then the message appeared: “Ce n’est pas un problème technique. C’est notre réalité.” [ “It is not a technical problem. It is our reality.” ] Fairly self-explanatory and wonderfully simple, yet well-executed and powerful.