Knowing that neutrality is no longer an option for brands, especially brands that have relevant ties to the health issues we’re facing today, Blue Shield of California has been active in recent months with such spots as “Tough” highlighting the conflicting feelings of the healthcare community as it battles COVID-19 on the frontlines, and “Enough” addressing the fight for equity and equality in the U.S.
Now the latest Blue Shield of California spot delves into masks. The conversation around wearing masks has drastically changed since the start of this pandemic–becoming one of the more divisive topics du jour. The brand’s newest commercial, “Save Lives” developed in collaboration with agency partner, Butler Shine Stern & Partners (BSSP), tackles the topic with a simple message: masks save lives.
“Save Lives” uses stoic black and white imagery of real people and families to bring the benefits of using masks to life.
Similar to the previous spots, the production of “Save Lives” was scrappy–tapping local Bay Area photographer Alex Farnum, who took to the streets to capture a diverse group of people to feature, from all ages, races and backgrounds. Everything was shot over the course of three to four days and the spot was turned around quickly; two weeks from concept to completion. This has become the “new normal” for many marketers–being agile enough to produce work within a few days, with limited production resources, to reflect the issues affecting consumers in real time.
The :60 and :30 will run on broadcast TV and connected TV across key markets in California, with digital and social extensions.
CreditsClient Blue Shield of California Agency Butler, Shine, Stern & Partners John Butler, chief creative officer/chairman; Sinan Dagli, group creative director; Ed Patterson, Jeff Hornung, creative directors; Fearghal O’Dea, executive producer; Jake Bayham, strategy director; Lauren Chatman, associate producer. Production Cleaver Content Jason Apple, editor; Alex Farnum, photographer. Music SOUTH Music
Barilla, LePub Navigate Subway Commute To “Togetherness”
On World Pasta Day, October 25, Barilla partnered with the NYC subway to turn its iconic “Spaghetti n°5” pasta boxes into “Togetherness Tickets,” offering free subway rides. At a special Barilla newsstand near Hudson Yards station, commuters could pick up a pasta box that, with a tech insert, worked like a regular subway ticket to open the turnstiles.
More than just a ticket, Barilla’s campaign was an invitation for individuals to step out of their solitary routines and connect with their loved ones over a delicious pasta meal. According to a global survey commissioned by Barilla in August 2023, 60% of respondents confessed to eating alone more frequently over the past two years, forsaking shared meals for a quick bite on their own.
The primary reason cited for this shift toward solitary dining is busy work schedules. A significant 48% of people surveyed lamented that their working hours kept them from sharing meals with their loved ones, highlighting the impact of our on-the-go lifestyles on quality time spent with family and friends. Additionally, geographical distances from family and friends contributed to the rise of solitary meals, with 37% acknowledging it as a growing obstacle.
Although people are increasingly eating alone, as a resounding 63% of people admitted to eating solo during the week, a remarkable 93% believe that regularly sharing meals has a positive impact on relationships with friends and family. Building on this emerging desire, Barilla wanted to remind us of the impact of food and more specifically pasta, in fostering better human connections.
Sometimes a friend or family member is just a few subway stops away. So get together and share a pasta meal with a box of Barilla, which also serves as a... Read More