Director Peter Dietrich uses humor to get people to think seriously about a scary subject in a new campaign for the American Academy of Dermatology and Chicago's HY Connect. Humor is a good way to coax people into focusing on a subject most would rather avoid, says Dietrich. "Cancer is a serious issue, but here it's brought to you with a twinkle in the eye," he explains. Both spots, "Lawn" & "Time", are atmospheric, visually striking and very human. They combine nicely-toned performances, elegant cinematography, meticulous art direction, comedy and drama to delivery a very serious message.