AdFreakWhy Bayer Recruited 1,800 People Named Smith From Fort Smith, Ark., for Its New CampaignMeet the HeroSmithsBy Gabriel Beltrone|February 27, 2017 ShareBy Gabriel Beltrone|February 27, 2017 ShareFirst aid for a heart attack includes chewing aspirin—a fact Bayer is leveraging in a new campaign to get more people to carry the pills, just in case someone nearby needs them.But rather than focus on a traditional demographic, the marketer and Energy BBDO are targeting an unusually particular, if broad, group of consumers—people with the last name Smith.To that end, Bayer went to Fort Smith, Ark., a city with a high rate of heart attacks, and a high concentration of people with the name Smith. There, it gave 1,800 residents named Smith each a kit containing potentially life-saving aspirin.Titled “HeroSmiths,” it’s a psychologically savvy tack—a sales pitch coated in everyman-style good Samaritanism. The name Smith is common, but it’s also symbolic—easy for many other Americans to identify with, even those with other names. And everybody wants to be a hero, especially to their neighbors.A promo video basically makes this point by showing a parade of happy Smiths. And the science of the argument is real. Aspirin can reduce platelets in the bloodstream, helping to stop a clot from forming. It just so happens that a lot of people carrying aspirin is good for Bayer’s bottom line, too.CREDITS Client: Bayer Aspirin Title: “HeroSmith”Agency: Energy BBDO Chief Creative Officer: Andrés Ordóñez Executive Creative Director: Alistair Robertson Creative Directors: Josh Gross and Pedro Pérez Associate Creative Directors: Agustin Ballerio, Alejandro Juli, Fernando Passos Art Director: Chris Cavalieri Lead Designer: Hung VinhHead of Integrated Production: Rowley Samuel Executive Director of Content & Delivery: Brian Cooper Executive Producer: Jeff Drooger Senior Integrated Producer: Elena Robinson Director of Music: Daniel Kuypers Associate Music Producer: Nick MakerGlobal Client Service Director: David Goring-Morris Client Service Director: Katie Clow Account Director: Trish von Rein Account Executive: Kristen SchumackerGroup Planning Director: Catrina McAuliffe Planning Director: Brian Stout Senior Planner: Jesse UngerProduction Company: Maverick NYC Director: David Garcia Executive Producer: Brad JohnsEditorial Company: Flare Executive Producer: Mitch Monzon Editors: Sean Berringer, Jill Dugan, Casey CoblerDigital Agency: iCrossing Senior Account Director: Al DeDona Senior Strategy Director: Catherine Mevs Account Manager: Amanda NeilMedia Agency: MediaCom Communications Planning Director: Matthew Gunther Strategy Director: Charlie Singer Director, Paid Social: Aaron Welch Adweek Adweek