T he Cancer Campaign That Hits You Right in the Gut — And Then Moves You to Act Imagine this. Two children. Both fighting cancer. Both need a place to stay to complete their treatment. But there’s only one bed left. You’re asked to choose: Deepa or Sunil ? Now pause. Feel that. That knot in your stomach? That uncomfortable tension? That’s exactly what Ogilvy wanted you to feel. Welcome to “ The Impossible Choice ,” a gut-wrenching campaign created for St. Jude India Childcare Centres — an NGO that provides free-of-cost accommodation and holistic care to families of children battling cancer. The Ad That Makes You the Villain (And Then the Hero) The ad opens innocently enough — two adorable kids, smiling. You're told both are undergoing treatment. Then comes the twist: only one bed is available. You have to pick who stays and who goes. There’s a QR code. Scanning it lets you donate so both can stay. You’re offered a way out. A way to not play God. It’s brilliant. ...