ComForCare
“Eldest Daughter”
Ask who arranges care when an aging parent needs help, and the answer is usually the eldest daughter. For ComForCare, a leading provider of in-home senior care, we set out to reach her in a crowded category with something she’d actually stop and watch. We borrowed a popular social trend, giving voice to figures “trapped” in classic oil paintings, and let them vent with wry humor about the thankless, overwhelming work of caring for a parent. The series recognizes the pressure she’s under and offers ComForCare as the help that keeps parents safely at home. Built entirely from public-domain art, it won Best in Innovation at the 2026 CT Ad Club Awards.