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‘Dystopian’ ad for fashion retailer sells assisted suicide

by | Nov 29, 2022

By Dave Andrusko

You don’t have to be a cynic to wonder if “The Most Beautiful Exit” is about assisted suicide. Set against waves rolling in on a beach, good times with friends, cellos playing, and the line “last breaths are sacred,” indeed this is about portraying suicide  as the “The Most Beautiful Exit.”

Whose three minute ad is it? La Maison Simons—or Simons as it is customarily called—a leading Canadian fashion retailer.

Released about a month ago, the video is narrated by the terminally ill woman named “Jennyfer.”  We assume she went through with her assisted suicide for at the end there is this line 

For Jennyfer

June 1985    October 2022

But peddling assisted suicide as a way to sell a product has created a storm of criticism on line.

Ian Miles Cheong

Canadian clothes retailer Simons is actually using suicide to market their products. No, this isn’t made up. It’s part of a sweeping effort to introduce medically assisted suicide as a treatment for mental illness, PTSD and even children with defects in Canada.

Megan Basham

Related to my Morning Wire episode on Canada‘s assisted suicide program, retailer Simons has released this ad in favor of it. Looks like a dystopian nightmare from a Philip K. Dick short story. Big Commerce and Big Government partnering to promote death.

Jack Steyr

Canadian clothes retailer Simons is marketing their products with suicide. Normalizing assisted suicide as a treatment for mental illness, PTSD and even children with defects is the next step for depopulation.

The criticism and indignation continued…

“La Maison Simons is treating euthanasia as performance art.”

“Absolutely revolting that Simons is trying to glorify assisted suicide for Trudeau’s death cult”


As always, context is needed. “Canada’s ‘medical assistance in dying (MAiD)’ program has reportedly grown in use over the past years,” Zachary Rogers tells us. “About 2.5% of all deaths in Canada in 2020 were attributed to the program, and just one year later, that number grew to 3.3%.

Rogers goes on, “A document for doctors that was produced earlier this month by the Canadian Association of MAID Assessors and Providers came to our attention. It suggests if the patient qualifies, doctors must bring up the subject of euthanasia prior to their patients.”

Canadian religious leaders expressed “growing concern over the looming activation of new policies that would allow those suffering from mental illness to be euthanized with considerable speed — just 90 days after two doctors approve a request for assisted suicide.” 

Joshua Klein describes the setting and Jennyfer’s calm remarks:

“Dying in a hospital is not what’s natural, that’s not what’s soft. And in these kinds of moments you need softness,” she says. Flickering lights are used to illuminate an empty bed in a hospital. 

Jennyfer can be seen alone on the beach after the room has floated away into the ocean.

“It can take dying to figure out what living is actually like,” she says.

Indeed, we see Jennyfer imaging her final days: “I see music; I see the ocean; I see cheesecake.”

Near the end, Jennyfer tells us that as she seeks help to “end her life,” in these “final moments there is still so much beauty. You just have to be brave enough to see it.”

Once upon a time, not so long ago, assisted suicide was restricted to terminally ill patients older than 18. Since then the rules have been bent, folded, and mutilated. The latest pool of victims are children.

Assisted suicide is on the verge of being normalized and no one is safe.

Categories: Assisted Suicide