ALS Weaves Debilitating Maze Through Unwitting Hosts

He ended up publishing their story under the title When the Music Stopped. When we asked him why he chose that title, he explained that Lou Gehrig's -- or Amyotrophic Lateral Sclerosis (ALS) -- operates by depriving you first of the muscles you use most. His wife was a piano player; in her case, things began falling apart when she could no longer play.

Imagine it: the slow dismantling of your life, beginning with the loss of your smallest, dearest pleasures. It's a terrible thing to hear, and a worse thing to experience first- or second-hand.

That's the crux of "Head and Shoulders," a powerful ad released by the ALS Society of Canada. Put together by Lowe Roche to the playful, active tune of "head and shoulders, knees and toes," it makes you privy to the life of a father and his family as their lives spiral into painful stillness ... along with him.

The print campaign, "No Signal," is just as visually compelling. See Hands (1 and 2) and Legs.

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Tags: als, als society of canada, head and shoulders, lou gehrig disease, lowe roche
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Location: Toronto, Ontario

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