During the pandemic, we’ve all drawn inspiration from frontline workers. In a new ad for Pedialyte and Norton Agency, Chicago, STORY director Blair Hayes tells the story of a little girl named Mia who is inspired by an everyday hero into an act of kindness.
In the spot, Mia is leaving the pediatric ward of a hospital with her mom when she spots a medical professional sipping a Pedialyte while on break. That gives her the idea to assemble a care package for her grandmother that includes the electrolyte drink. The voiceover notes that, if healthcare workers “count on the advanced hydration of Pedialyte…so do we.” The spot is set to a charming original score by composer John Corlis.
Norton Agency group creative director Shawn Farrell says the spot delivers a timely message about the importance of hydration. “As people are being vaccinated against Covid, some are experiencing troubling side effects,” he explains. “Doctors say one way to limit those outcomes is to be well-hydrated.” He adds that the spot conveys optimism. “We want to encourage people by suggesting, ‘Things are going to be okay.’”
For Hayes, the key to the spot was the little girl. “We needed the perfect kid,” he notes. “And the younger the better in terms of the poignancy of the story. We expected to cast a seven- or eight-year-old who looked younger but were pleased to find a five-year-old actress whose personality and demeanor was just right. When you find a child like that, who’s already there, you shoot them as they are.”
Farrell says that Hayes was able to capture performances that struck the right emotional chord from both the little girl and the adult actors. “We had just 15 seconds to tell a story involving a mom, a grandma, two medical professionals and our little girl, Mia,” he explains. “We had to build something believable very quickly. Blair used his people skills to connect with Mia. He was patient and welcoming and by the end of the day everyone on the set was feeling warm. It was beautiful.”
Hayes, who’s known for his ability to coax believable performances from actors of all ages, says the key to delivering a complex message in a short time frame is to do so with a light touch. “We managed to pack a lot of story and heart into 15 seconds,” he says.
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MUAHS Awards Unveils New Award Category For Theatrical Productions
The Make-Up Artists & Hair Stylists Guild (MUAHS) IATSE Local 706 will debut the highly anticipated new award category, Broadway International, to their awards ceremony on Saturday, February 15, 2025, at the Fairmont Century Plaza Hotel, presented by Giovanni Eco Chic Beauty. The new category will expand the recognition of outstanding Make-Up and Hair Styling Artists to encompass all live theater productions, including Broadway International live productions. With the addition of Broadway International, the ceremony will now shine a spotlight on beloved theatrical productions from around the world, recognizing the hard work and creativity of Make-Up Artists and Hair Stylists in this genre. The MUAHS Guild Awards also honor Make-Up Artists and Hair Stylists in motion pictures, television, commercials, and music videos in 23 categories. “We are so pleased to announce the addition of the Broadway and International Live Theater Production category. The MUAHS Guild Awards are now all-inclusive and participation is worldwide for film, television, and theater. We are very proud to be one of the very few awards shows that recognize the extraordinary work of Make-Up Artists and Hair Stylists in theater productions,” said Julie Socash, President, MUAHS, IATSE Local 706. “I couldn’t be more excited to learn of the addition of the Broadway and International Live Theater Production category to the Make-Up Artists and Hair Stylists Guild Awards. I look forward to these amazingly talented artisans from the theatrical world receiving recognition for their hard work, expertise, and dedication to their crafts,” said Angela L. Johnson, President, Make-Up and Hair Stylists, IATSE Local 798. The qualifications for Outstanding Make-Up... Read More