Stuttering is a fundamentally difficult affair: it is very difficult to concentrate and let go of such a strange phenomenon at the same time. Everyone who has ever been able to get used to it and leave it behind has a great deal of respect, because somewhere we all feel that it is not an easy thing to speak, to express ourselves precisely, that we still have little practice in it, but we are very motivated.
Of course, everyone has already experienced stuttering as an external human weakness and is impatient with stuttering. We’ve all seen this before, and many have probably turned around to dismantling a speaker who’s just wrestling with himself, either impatiently or with humor. We see probably the best strategy in this film to replace the feeling of impatience, of regret, with something else:
this ad doesn’t explain anything in it, it simply shows plastically, with good dramaturgy, what it would be like to experience it if you stuttered.
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The tool is very simple: it puts some simple everyday utterances, such as where the washroom is, in the mouth of a person struggling with stuttering, placing it in front of a huge audience in the middle of a performance so that the viewer can feel what stuttering is all about inside. Because we start to stutter inside ourselves, we feel the situation is so scary.
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This commercial does not make an advertisement for stuttering, but advertises to the viewer the importance of compassion, and even almost gives us the experience to feel on our skin how important patience is to stuttering. And if we look at the movie, we can feel better about ourselves, because it almost happened to us that we listened to someone who was articulating longer than average.
(Cover Image: SAY Premieres New: 60 PSA – ‘IN THE SPOTLIGHT’)
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