The spot reflects the energy and excitement of the New York experience through one family’s journey through the five boroughs. As their journey unfolds, the spot uses live action and animation to bring to life iconic images, including Yankee Stadium, Times Square, Coney Island, the Staten Island Ferry and the Unisphere.
Credits
Agency: Bartle Bogle Hegarty, New York. Kevin Roddy, ECD; Paul Foulkes, CD; Craig Smith, art director; Adam Reeves, copywriter; Bruce Wellington, head of TV; Melissa Bemis, producer;Andrew Nathan Group, account director Production Company: Motion Theory Mathew Cullen, Jesus de Francisco, directors; Marcelo Durst, DP; Bernard Rahill, producer; Javier Jimenez, EP Postproduction: Method Clark Mueller, colorist Visual Effects: Motion Theory Nick Losq, VFX Supervisor; Matt Winkel, VFX producer;Emily Foster, coordinator;Andrew Romatz, CG supervisor; Chris
Clyne, Na Song, Mike Cahill, Nathaniel Lane, Heekyung Shin, Chris Soyer, John Tumlin, Keith Yakouboff, Danny Zobrist, Vi Nguyen, David Chow, 3D Artists; Sean Deveraux, Marc Rienzo, Danny Yoon, Matt Motal, compositors; Mark Kudsi, art director;Rob Resella, Jake Sargeant, Aaron Bjork, Krystal Chinn, Ryan Gibson, Mark Kulakoff, Miwa Matreyek, Evan Parsons, Blake Trickey, Paul Yeh, designers; Carm Goode, Ray Fenwick, Steve Harrington, Ryan Wal
NHS, M&C Saatchi UK and Director Fern Berresford Capture “That Feeling” For Early Detection Of Breast Cancer
NHS (National Health Service) England rolled out this PSA titled “That Feeling,” part of its first-ever national campaign designed to encourage women to screen for breast cancer.
Directed by Fern Berresford of Rogue Films for agency M&C Saatchi UK, the spot taps into the universal moment of relief women feel when removing their bras after a long day. This serves as a metaphor for the reassurance and sense of control women feel after attending a breast screening--a step that could help detect breast cancer before symptoms appear.
The :30 captures women of diverse ages, ethnicities, and body types in this intimate and relatable moment, paired with messaging about the life-saving benefits of screening. The spot is accompanied by Wilson Pickett’s upbeat track, “Land of 1000 Dances.”
Amy Parkhill, creative at M&C Saatchi UK, said, “There’s no better feeling than taking your bra off at the end of the day. The relief from being held in (and up) for hours. We wanted to use that relatable and universal truth and apply it to getting your breast screening sorted. To be free from putting it off and to know you’ve done everything in your power for your health. We kept the visual storytelling as authentic as the insight, opting for people and places that represent those we know and love.”
Parkhill continued, “It’s the positive and uplifting piece we hoped it would be, and we aren’t even sick of the song yet!”
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