This Breast Cancer Ad Goes From Despair to Joy Just by Reversing Its Own Script

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Physical beauty may be the ultimate focus of this intense two-minute breast-cancer PSA from cosmetics chain Ulta—but the moving message it delivers is far from skin deep.

Mullen Lowe created the ad, which is meant to raise funds for research during and beyond Breast Cancer Month. Survivor Tracy DeSoto appears in the video, and narrates it. She collaborated with copywriter Tara Nelson on the palindromic voiceover, which, halfway through, reverses its initial message. Of course, that's not a new approach.

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