Smile through the pain

Science World goes to the extreme to prove its point.

They say you can’t keep a positive man down, perhaps that’s because it’s scientifically proven that optimists feel less pain (physical pain, that is). However, this spot for Vancouver’s Science World from Rethink does seem to bend this fact a bit into fiction, given how many calamities the protagonist survives. The spot was deemed too violent for TV, the agency says, which we’re sure helped boost its views on YouTube.


Brand: Science World
Agency: Rethink
Creative Director: Ian Grais / Chris Staples / Rob Tarry
Art Director: Felipe Mollica
Writer: Morgan Tierney
Broadcast Producer (in house): DW
Production Company: OPC
Director: Chris Woods
Editor: Rob Doucet / Mathew Griffiths
Director of photography: John Houtman
Line Producer: Darrin Ball
Post Production House: Cycle Media
Audio House: Vapor Music
Date of First Appearance: August 20th, 2014
Producer (Audio House): Kailee Nowosad
Engineer: Andrew Harris Special Effects: Crush Inc.
Account Services: Solomon Gauthier
Client: Suan Teo