Michael J. Fox and Harrison Ford tackle the awkward side of Parkinson’s

The Michael J. Fox Foundation has reunited Michael J. Fox and Harrison Ford for “So…Your Friend Has Parkinson’s”, a new brand awareness campaign that uses humour to tackle a deceptively difficult question: how do you show up a friend living with Parkinson’s?

The idea builds on the pair’s chemistry in Apple TV’s Shrinking, where Ford plays therapist Paul Rhoades, who is living with Parkinson’s, and Fox recently returned to acting as Gerry. Both actors have earned Emmy nominations for their performances this year.

Rather than turning the condition into a solemn public service announcement, the two-minute film makes the awkwardness around what to say part of the creative mechanism.

Ford asks the questions people might hesitate to voice, while Fox answers with the dry humour and candour that has long shaped his public discussion of Parkinson’s.

“Sometimes the best thing you can do is simply be there,” said Ford.

The campaign was written and directed by Ryan Reynolds’ entertainment company Maximum Effort.

Kathleen Swanson, Head of Creative for Brand & Entertainment Marketing at Maximum Effort, said: “Harrison asks the honest questions. Michael answers them with his trademark humor and candor.”

MJFF CEO and Co-Founder Debi Brooks added: “Our brand campaign combines humor and compassion.”

Parkinson’s affects more than six million people worldwide and is projected to double globally by 2040. The campaign will run across social media, digital, connected TV and broadcast television.

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