NAIL Communications has created a commercial for Rhode Island’s Lifespan healthcare system (affiliated with The Warren Alpert Medical School of Brown University), which salutes those in self-isolation and who practice social distancing due to the coronavirus pandemic.
Alec Beckett, creative partner at NAIL, described the assignment, noting, “The spot was concepted, pre-pro’ed, shot and posted without any of us ever being in the same room–our first totally socially distanced production.”
The PSA was shot entirely in Providence on an iPhone, and has replaced all of Lifespan’s scheduled advertising on WJAR, WNAC, WPRI, WNAC, NCC Cable, Portuguese Station, Rhode Island PBS and WRIW (Telemundo, spot in Spanish) as well as on Facebook and Instagram.
“The new spot reflects Lifespan’s desire to let state residents know that the sacrifices they were collectively making in quarantine were deeply appreciated by the healthcare workers who are on the frontlines,” said Jeremy Crisp, managing partner of advertising and branding firm NAIL.
This was done through street signage carrying names that reflect the character and solidarity of those who help combat the coronavirus crisis in their own way. Street names range from Progress Ave. to Friendship St., Community Dr., Mercy St., Hope St., and the intersection of American Street and Broadway. A voiceover relates, “Our empty streets fill us with optimism.”
Lifespan president and CEO, Timothy J. Babineau, MD, sent a note to employees that reads in part, “During these difficult times, we have decided to halt our regularly scheduled television advertising campaign and replace it with a message of hope, encouragement and pointed purpose. Simply stated, we all must do what we can to flatten the curve by staying home.”
