Advertising is roundly criticized for stretching the truth, or making the boldest of claims out of associations that are tenuous at best. Much of this criticism is well-deserved, but there are instances where the weight of the execution is far greater than what might or could be revealed under a close examination of the claim.

This Intel ad, by Venables Bell & Partners, tells the incredible story of 15 year-old Jack Andraka, who successfully developed an early-detection test for pancreatic cancer that is 168 times faster, 400 times more sensitive, and 26,000 times less expensive than the heretofore medical standard.

Intel’s association with this achievement is limited to its sponsorship of the International Science and Engineering Fair, which awarded Andraka its $75K grand prize. But that’s not what is important here. What matters is that the story, so beautifully and emotionally told by Venabels, will be viewed by millions thanks to the dollars Intel will likely put behind the media buy, regardless of any real contribution they made to Andraka’s incredible accomplishment.

Without the creativity of Venabels or the connection between Intel and the International Science and Engineering Fair, very few people would ever know of this story, and thus contemplate or marvel at its significance. In my humble opinion, that would be a darn shame.