Matthew Miller
Oct 6, 2014

Trigger warning: The horror of being 'trapped' by MS

AUSTRALIA - A TVC called 'Trapped' lives up to its frightening title by vividly expressing the helpless terror of someone suffering from multiple sclerosis.

Editor's note, 13 October: According to news reports, the ad covered here provoked a negative reaction, prompting the client to cancel the campaign and remove the YouTube video.

Client: Multiple Sclerosis Society of Western Australia

Agency: The Brand Agency Perth 

Market: Western Australia

Campaign scope: Six-month TV and cinema campaign, plus dedicated website

Press release quote: Craig Buchanan, creative director: “We spoke to a number of people with multiple sclerosis to get a better understanding of the issues that they’re dealing with every day, and the common theme that came through was them feeling trapped in their own body. It is a confronting campaign, but MS is debilitating, and if we were to produce something that showed someone with MS living a relatively normal life, it would be a lie."

Comments: This is more chilling in 45 seconds than many horror films manage to be in two hours. And given the real-life pain MS inflicts, we hope it proves successful.

Previously: The agency also produced high-grade nightmare fuel in this earlier spot about first-aid training.


Creative Director: Craig Buchanan
Art Director: David Donald
Agency Producer: Gemma Kay
Account Director: Emma Kerman
Strategic Planning: Paul Yole
Digital lead: Mandy Michael
Director: Perry Westwood, Exit Films
Producer: Craig Sloane, Exit Films
Sound Design: Nylon Studios
Editor: Dan Lee, The Editors
Colourist: Ben Eagelton


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