Riveting Mental Illness Ad

    It's always been a tough subject to tackle via advertising. This video does it right.

    View this video on YouTube

    I tell all young ad creatives: if your web video is over 90 seconds, there better be a DAMN good reason why you're wasting my time.

    After watching this ad for Time To Change (Funded by the UK Department of Health), I don't want my three minutes back.

    Yes, the "standing up for mental health" metaphor is a bit heavy-handed (and makes me think of—*shudder*—Dead Poets Society), but the script and especially the kid's acting, save the ad.

    Note: "skiving" is slang for slacking off in the UK.

    Ad agency: Dare, London.