SOFII’s view:  This remarkable television commercial is so powerful it stops the viewer in his/her tracks. Yet not a word is spoken, the message is entirely conveyed in movements, gestures and looks, while in the background we listen to the hauntingly beautiful Eric Clapton song, ‘You look wonderful tonight’. The result is simply riveting. Fundraising rarely gets to be this pure. In case you are wondering, the text at the end, in Dutch, says ‘Multiple Sclerosis: it destroys the nerves’.

Name of exhibitor: Maxine Delahunty/SOFII’s Homeless section.                       

Email:  maxine@sofii.org

Name of exhibit:  MS Society Holland, television commercial.

Date of first appearance:  Some time in the 1990s

Category/area of fundraising:  Broadcast media, DRTV (direct response television).

Country of origin: Holland.

Summary/objectives:  Not much is known about this commercial. If anyone involved in its making cares to contact SOFII we’d be delighted to present a more detailed and up-to-date exhibit.

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Why do you think this exhibit merits a place in SOFII?:
This a brilliant use of television, a courageous creative presentation of the personal impact of a devastating disease. It will be instructive for anyone working in a similar field and many others too.

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Click on the image above to see a remarkable piece of television, let alone remarkable fundraising. Related pages/exhibits