Hope is a powerful thing in advertising, but never more so than when dealing with the uncertainties of cancer. In this spot for OU Medicine’s comprehensive new cancer center, a disconsolate woman experiences a metaphorical rebirth as her hair grows back before our eyes. The actress agreed to shave her head completely and the effect was achieved by shooting the scenes in reverse, with a hair stylist cutting her hair in several stages. The opening scene, which was the final scene shot, was an emotional moment for all involved as the actress came to grips with her new look in front of camera and crew. Lauded by Adweek as “magical,” and Communication Arts as “emotionally powerful,” it translates into one of BVK’s most powerful and unforgettable spots ever.