THE CHRISTOPHER REEVE COMMERCIAL: 
HOW DID IT REALLY MAKE YOU FEEL? 

March 21, 2000

Now that much of the excitement, rage, inspiration, or disappointment about that shocking Christopher Reeve commercial has died down a little, I thought that it was as good as an opportunity as ever to possibly add a little light to this hot topic. First of all, for those of you who happened to miss this commercial which was launched during this year’s Super Bowl, a computer-enhanced, but very life-like and realistic image of Christopher Reeve walking again appeared before millions of eyes glued to their television sets. He walked up and onto a stage to present a scientist with an award for finding a cure for spinal cord injury, part of an overall commercial by Nuveen to show that major accomplishments are unfolding in our future. Fortunately, the media spoke of the commercial two weeks before it aired which possibly took some of the shock factor away. Or did it? Let’s just say that in our travels, we have been reading stories in all major newspapers and magazines on the other side of the globe. That’s how meaningful this story is. That’s how popular Christopher Reeve is. That is how much of a frenzy this story has created. Why? Let’s investigate. 

It is very important that I preface this investigation by saying that I will explore both the positives and negatives that this story has created, and then share with you my personal belief that you can choose or not choose to believe. As always, I simply ask that you tune into your own heart while reading this story and assess how it makes you, not anyone else, feel. Everyone has an opinion. I am just concerned with your opinion at this moment. Let’s explore the positives first (always good to start off with a positive!), and see how beneficial this commercial really is and the contribution it can make to the world. First, millions of people around the globe watch the Super Bowl on television each year. Very simply, millions of people who maybe never knew anything about paralysis research, now have been given a taste of it. Right? Second, since its message was so direct, isn’t it possible that many people may now think that the chances of finding a cure soon is very realistic? This may have generated someone who was originally skeptical of donating money to spinal cord injury research, to reach into his or her pocket and know that his or her contribution could be part of the solution much sooner than later. Right? Third, like it or not, Christopher Reeve is the poster-child for paralysis research and any time his face or voice appears or is heard on any form of media, many people’s worlds stand still. Many listen to him. Many can identify with him. Maybe, some people think that if the “Man of Steel” can become paralyzed, then it could possibly happen to me. He has so much power and influence that the thoughts that race through our heads are endless. Whatever the thoughts may be, there is a great chance that they may focus on paralysis, and that gives awareness and fundraising for paralysis research hope. Awareness is critical to fundraising. Fundraising is critical to curing. Curing is critical to quality of life for some and even avoidance of death for others. 

Now, I am hopeful that you are all still with me or have you just drawn tired of all the positives of Christopher Reeve’s message. If that is the case, then you may want to examine that further and ask yourself, “Why do I feel this way?” Wait for the answer because it’s there when you are ready to hear it. What could be the downside of this straightforward, in your face commercial? Well, first, there is no cure for spinal cord injury and that many people may not think that a cure is possible in their lifetime. The majority of these people have been told by their doctors that they will never walk again so why should they formulate false hope by this commercial. Second, many may say, “Who does this Christopher Reeve guy think he is still trying to play Superman and play with our emotions like this?” “Who gave him the power to speak for us and determine our futures?,” others may say. Third, those who are not paralyzed, maybe the family, relatives, and friends of someone who is paralyzed, may not want to hear this and get their hopes up. Just as the individual who is paralyzed may not be ready to hear this strong message, it could be that his or her family is not prepared. Right? Fourth, this puts much added pressure on scientists and doctors to find a cure, doesn’t it? Is Christopher Reeve in the laboratory researching this himself? Who gave him the authority to launch such a profound statement? Are patients going to be surrounding research centers all over the world thinking that a cure is just around the corner? Who knows. Finally, what is the general public supposed to believe? They could feel that they are very close to finding a cure, maybe even months. A commercial of this magnitude would never be allowed if they were not close to finding a cure, so they must be on the brink of success. Who knows. 

Obviously, there are two sides to this and every debate. We are all entitled to an opinion. The question which may unite us all is, “What moral and/or ethical responsibility does Christopher Reeve or even Nuveen have to society?” I believe that this question will just open up a whole new debate with endless points of view. The following is my belief. If Christopher Reeve is so passionate, so believing, and so driven into the potential that spinal cord injuries will be cured, than I applaud him. Whether or not you or I think he is being realistic are our own personal opinions. If you are sitting in a wheelchair and were totally turned off by this commercial, I would strongly ask yourself, “Why?” and listen for the answer, the real answer. Maybe you do not want to hear him. Maybe you don’t want to believe that you may walk again. Maybe you are afraid to walk again. I know that I am at times. We should be thankful that Christopher Reeve is out there, generating awareness, and raising funds for research. I do not know him personally, but I really do not think that he would do this type of commercial or talk about curing paralysis, if he really did not believe in it. This does not appear to be just a ploy to raise funds. 

Finally, I would just like to say that my opinion changed on this whole subject. Originally, I was outraged and saddened by this commercial saying, “People are not ready to hear this message of hope.” Then I silenced myself and the question surfaced in my head, “You are not ready to hear this message.” I was stunned and shocked by this inner voice, you know the one that always speaks to us and is always right! No matter how much I wanted to silence or deny this voice, I knew it was correct. So, for the past two months after the Super Bowl, I asked myself why I was not ready to hear this message of hope and began to restructure my old belief system. Now, instead of resenting Christopher Reeve and his beliefs, I support and acknowledge him for re-igniting my desire to want to walk again! 

Thanks for listening! 

Scott 

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