Pharmaceutical and Healthcare ads are tough: Deadly serious (hypochondria-inducing) content, extensive legal restrictions and clients who *might* not have the same worldview as a visual creative... ahem... they are often handled with a clinical and phoned-in approach. Much tougher yet is dialing in a a really sensitive and lovely aesthetic that serves the clients message and drives a compelling piece of film at the same time. Hats off the the venerable Andrei Juradowitch at MPC for pulling it off (And for the big game no less!)