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In his final years he was unable to tie his own shoes

In his final years he was unable to tie his own shoes

ALS-Association-laces

“Lou Gehrig hit 493 home runs and batted .340 in 2,130 consecutive games. But in his final years he was unable to tie his own shoes.
Help find a cure for Lou Gehrig’s Disease (ALS). To donate call 800-672-8857.”

In this ad from the ALS Association Greater New York Chapter actual shoe laces were laced through die-cut holes on back pages of magazines and left untied.

Advertiser:
ALS Association Greater New York Chapter
Agency:
BBDO, New York, USA
Additional credits:
Creative Directors: Frank Anselmo, Jayson Atienza
Art Directors / Copywriters: Jeseok Yi, Jayson Atienza, Frank Anselmo
Chief Creative Officers: David Lubars, Bill Bruce
Source:
I Believe In Advertising

Founder of Osocio. It all started with collecting election posters in 1973. And that's never stopped. Read more.