Ad of the Day This Ad Showing the Raw Emotion Felt by Front-Line Medical Workers Needs No Dialogue Spot honors the sacrifices made in Baltimore hospitalBy Doug Zanger|May 18, 2020Emotions run deep after a shift at a Baltimore hospital.LifeBridge HealthShare By Doug Zanger|May 18, 2020Share Since the global pandemic began, brands continue to determine the best way forward on messaging. The tone of advertising covers a fairly wide range. There’s unity, as exhibited by “The Real Heroes Project.” There are explanations of business shifts to aid society. And, of course, plenty of ads offer endless and deserved thanks to essential workers, from delivery services to retailers and, most crucially, healthcare professionals.Most of the latter’s messaging has revolved around narratives, explaining how much the public appreciates the hard work of doctors, nurses, and technicians in hospitals around the world. But one ad, from LifeBridge Health of Maryland, captures every possible emotion with a simple, yet stunningly powerful approach. Created by StrawberryFrog, the 60-second short was shot inside one of the health system’s hospitals in Baltimore with the agency’s partner and ecd, Tyler DeAngelo, and National Geographic photographer, anthropologist and Pulitzer Center grantee Joshua Cogan. Real caregivers were asked to step inside a Care Booth at the end of their shifts. As each person sheds their masks and protective gear, the raw, overwhelming exhaustion is evident. The powerful vulnerability underscores the monumental task facing hospital staff. The spot, airing in Maryland, honors their sacrifice through restraint and a wise decision to not get in the way of the moments by using only supers and music.“We wanted to represent the sacrifice, courage and determination of front-line healthcare workers in this moment—in their most raw and stark form. It’s this realness which both honors their work and makes the spot so distinctive,” said Brian Deffaa, CMO of LifeBridge Health.“The production was much more emotional than I expected,” added DeAngelo. “Watching these healthcare workers in real time, right off their shift, shed their protective gear moved me in a way I hadn’t anticipated. Even though I knew what the message was about, I don’t think I fully understood how important it was until I saw these vulnerable people who only moments earlier had been fighting for other people’s lives.” CREDITS:LifeBridge Health Chief Marketing Officer: Brian Deffaa Director, Marketing Communications and Execution: Jill BloomStrawberryFrog Founder and Chairman: Scott Goodson Executive Creative Director / Partner: Tyler DeAngelo Senior Copywriter: Benjamin Wallin Writer: Jennie Hayes Creative Director: Mike Cicale Producer: Venessa Merrin Head of Business Partnerships: Shana Bellot Senior Account Director: Chris Belmore Account Executive: Emily Nelson Senior Project Manager: Mark Nikaj Photography/Video Photographer: Joshua Cogan Videographer: Shane AlcockUnion Editorial Film Editor: Tim Thornton-Allan Color Mix: Stephen Picano Senior Producer: Susan Motamed Assistant Editor: Jean Taylor Assistant Editor: Chris WalkerBarking Owl Sound Mix: Dan Florsdorf Adweek Adweek