In HyConnect’s latest campaign for the American Academy of Dermatology a dark spot on a lawn serves as a metaphor for melanoma.
LOS ANGELES—Director Peter Dietrich of A Common Thread uses humor to get people to think seriously about a scary subject matter in a new campaign for the American Academy of Dermatology and Chicago agency HyConnect.
In Lawn¸ a man’s obsession with a brown patch on his lawn serves as a metaphor for the importance of skin cancer detection. The man tries everything to restore his front yard to pristine condition, carefully reseeding the dead spot, using a scarecrow to fend off birds and taking nocturnal PH readings. “You’d do anything to take care of that spot in your lawn,” cautions the voiceover. “So, why not take care of that spot on your skin?” As the narration provides advice on how to avoid becoming a cancer victim, the man continues his lawn care crusade. Ultimately, he is consigned to sitting and gazing at the spot, waiting for the grass to grow.