Two years ago the Dutch ALS Foundation (ALS is also known as Lou Gehrig’s disease in North America) started a bold advertising campaign to call attention to the disease.
The campaign consists of portraits of ALS sufferers on posters and in videos. New ads are released only after the model has died. The caption printed on the posters, “ik ben inmiddels overleden”, means “by now I have died”.
In 2010 the foundation made portraits of 9 patients which it expects to distribute in the next few years. It generally takes 3 to 5 years from the onset of the first ALS symptoms to the death of a patient. In 2011 the campaign kicked off after two patients had died, a woman called Conny Deenik and former hockey player and Olympian Theodoor Doyer (photo).
There is no cure for ALS. The disease causes nerves to die, after which the respiratory system breaks down.
(Photo and story: Adformatie / Stichting ALS Nederland)
The film is called Zee op de Heide, ‘Sea on the moor’, which is ironic because Boekelo near Enschede is about as far away to the east of the North Sea as possible in the Netherlands. The video describes the wave pool from about 2 minutes in: “An ingenious construction with two mechanically moving doors creates a real surf.” The hotel was built to give the business people dealing with the nearby salt industry a place to stay, and filling the pool with the salt from nearby salterns must have been a nice gimmick.
A little unexpected guerilla action from staid and stoic Hewlett-Packard at the Leidseplein in Amsterdam—in a tram stop just across 
The Dutch advertising authority has judged a TV advertisement non-compliant because well-known and presumably very impartial pollster Maurice de Hond is pushing the wares of a utility company, 
