What would Hitchcock do? The film takes a dark tone as it makes an appeal to Crohn’s or Ulcerative Colitis sufferers to seek treatment instead of ignoring their symptoms. Inspired by Hitchcock’s use of drama and suspense, the spot opens as a woman quietly reads in a comfortable living room while viewers get the feeling that something sinister is afoot. Then, the camera follows a single droplet as it falls onto the woman’s book with a loud plop. Cracks suddenly appear on the ceiling and ominously sprout leaks. Camera angles skew. Music builds. Lighting and sound design create an ominous mood. Plaster breaking apart and water splats get louder and more disturbing. The damage to our protagonist’s home gets progressively worse as water gushes everywhere. A voiceover reminds people with Crohn’s disease and ulcerative colitis that since they wouldn’t ignore damage in their homes, why they are ignoring possible damaging symptoms in their bodies. We see the woman suddenly grab her torso as if she were in pain. Then, the spot directs the viewer to a Crohnsandcolitis.com Web site created by AbbVie to learn more.