In its first campaign with its newly appointed agency McCann New York, 3M introduces us to a father and daughter who respectively provide unique perspectives on the pandemic–one from the supply line, the other from the front line. This spot is told from the POV of the dad, Chris DeColli. When the COVID-19 pandemic first hit, Chris volunteered to be 3M’s point person coordinating with the U.S. Federal Emergency Management Agency (FEMA). His mission has been simple and endlessly complicated at once: help direct millions of respirators and other personal protective equipment (PPE) to frontline workers.
Chris’ own daughter is one of those frontline workers, stationed as a nurse in a hard-hit Baltimore hospital after graduating right as the pandemic began.
In this ad–titled “A Hand to Hold” and directed by Joshua Kissi of division7–we hear Chris’ perspective on the urgency of his work, helping to get PPE to nurses–like his daughter, Erica–as they worked up close to provide care to their patients.
The next upcoming film in the campaign, “A Father’s Commitment,” will share Erica’s POV on her dad’s work and what it meant to her as she suited up in her 3M PPE every day.
Credits
Client 3M Agency McCann New York Dave Moore, EVP, director of brand content; Gable Fleischer, sr. art director; Jessica New, sr. copywriter; Erica Yahr, chief strategy officer; Laura Frank, SVP, group strategy director; Jonathan Rodriguez, VP, strategy director; Donna McCracken, SVP, executive integrated producer; Eric Johnson, SVP, executive music producer; Olivia Whyte, producer. Production division7 Joshua Kissi, director; Patrick Milling-Smith, Brian Carmody, co-founders; David Richards, Kamila Prokop, co-managing directors; Andrew Colon, COO; Alex Hughes, head of production; Luigi Rossi, producer. Editorial NO6 James Duffy, Nick Schneider, co-editors; Corina Dennison, exec producer; Laura Molinaro, head of production; Alexandra Leal, post producer.
Renault’s new ad campaign from Publicis Conseil Paris takes the form of an immersive journey through time, paying homage to its 1984 film “Les voitures à vivre.” That innovative campaign focused on the driving experience and the joy of everyday life in a car rather than technical specifications. Today, Renault reimagines four of its icons: the R5, R4, Megane, and Scenic. These ultra-modern, 100% electric “retro-futuristic” vehicles are equipped with technologies designed to be human-centric and accessible.
This film--directed by Cole Webley via Big Productions--draws a parallel between the vehicles and slices of life from the past that feel straight out of the 1984 film, alongside new contemporary scenarios featuring the latest range of electric vehicles. It invites viewers to travel through eras and societies, transitioning seamlessly from the original lineup to the new E-Tech electric range.
Shot with a constant left-to-right tracking shot symbolizing the passage of time, the ad transports viewers across decades using a distinct visual treatment for each era. From the nostalgic grain of Super 8 cameras for the 1960s to the retro hues of VHS recordings in the 1990s, every sequence authentically captures the spirit of the period when Renault’s iconic models left their mark on automotive history.
The result is an emotionally rich story that illustrates Renault’s ongoing evolution to meet the needs of each generation.
The legendary track “Johnny and Mary” by Robert Palmer has been reorchestrated for the occasion by Start-Rec, featuring vocals by Victor Solf.
The film is on air on television and social media in France.
