The Canadian Literacy Foundation believe people who struggle with literacy issues find that they can't progress in life. They have a hard time getting the jobs they want. They have difficulty relating to their children, who often surpass them in reading ability early on. Essentially, they get "stuck". The foundation has used this ad to talk to the illiterate and moderately literate. The hope is that they see themselves in the ad and recognise that there is hope, that there is a way to get unstuck so that life can be more fulfilling. Although this ad looks a little like a music video, the use of shadow and the sense of time passing caught our eye.