CORE (Community Organized Relief Effort), the emergency relief nonprofit organization co-founded by Sean Penn and Ann Lee, has released a PSA that pays tribute to its volunteers, the City of Los Angeles and the L.A. Fire Department (LAFD) while reminding us that testing for COVID-19 saves lives. Directed by Samuel Bayer, known for his lauded commercial and music video work, and narrated by Edward James Olmos, the PSA is titled “Guardians,” a reference to guardian angels, namely those on the frontlines of coronavirus testing and helping those in need.
CORE co-founder Sean Penn said, “Sam Bayer so beautifully captures the most important message of volunteerism, and we are incredibly grateful to both him and Edward James Olmos for donating their immense talents and time to create this PSA for us. Testing is more vital than ever as we work to safely reopen.”
Bayer enlisted the help of award-winning advertising creatives Mischa Meyer and Oliver Frank, who helped design the spots and write the emotional copy. Bayer has directed hundreds of genre-defying music videos for the biggest names in music, including Nirvana, The Strokes, Aerosmith, The Rolling Stones, Metallica, Green Day, David Bowie and Sheryl Crow. He has also directed commercials for Lexus, Acura, Verizon, Nike, Mountain Dew and Chrysler. His work has garnered seven MTV Video Music Awards, an Emmy Award, and a Cannes Gold Lion, among many other accolades.
“I witnessed firsthand the brave and selfless work of CORE and its volunteers and thought perhaps by documenting the anguish that Los Angeles feels right now and the hope that I saw at those testing facilities, maybe a film could touch people and help give back to CORE,” said Bayer.
CORE is working on the frontlines managing and staffing free testing sites, relieving firefighters to do their more skilled work within their communities. CORE has been operating free COVID-19 testing sites in Los Angeles in partnership with Mayor Garcetti and LAFD since March 30, and is currently managing 12 sites across California, with seven in the Los Angeles area. Having administered more than 80,000 tests, CORE has activated a team of 120 staff and over 300 volunteers. Donations are critical to continue offering testing.
With parts of the nation beginning to reopen, testing is now even more vital to keeping people safe. Underserved populations are a significant part of the work force, and they will have greater potential exposure to carriers of COVID-19. Until there is a vaccine, the best way to keep people safe is through extensive testing to prevent further spread of the virus.
CreditsClient CORE Creative Oliver Frank, creative director; Samuel Bayer, Mischa Meyer, creatives. Production SAVAGE Content Ltd. and Untethered Content Samuel Bayer, director. Talent Edward James Olmos, voiceover. Editorial Spot Welders Mischa Meyer, editor. Music Music by RWDY, composed and produced by Matthias Biermann & Sebastian Pille. Color EFILM Natasha Leonnet, supervising colorist; Lily Henry, color assistant. Special Thanks To: Frontline workers; City of L.A.; Sean Penn; Ann Lee; CORE staffers & volunteers; Jillian Dierenfield; Markeith “Speedy” Taylor; Sascha Peuckert; Lily Garcia; Maz Makhani; Casey Price; Dustin LaForce; David Glean.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More