Energy BBDO and Bayer Test ‘The HeroSmiths Theory’

By Erik Oster 

Energy BBDO launched a campaign for Bayer, promoting the brand’s aspirin by calling on an ordinary group of people to step up as “HeroSmiths.”

The agency staged an event based around the insight that taking an aspirin can help increase the chance of survival in a heart attack. For aspirin to work in instances in which it can help someone survive a heart attack, though, some one has to be carrying one. So Energy BBDO decided to tackle the problem by getting people with the common last name of Smith to arm themselves with Bayer aspirin. It chose Fort Smith, Arkansas not just for the connection to the name, but because it has one of the highest heart attack rates in the country.

Now, as a result of the effort, “Every Smith in Fort Smith is ready to help save lives.”

The spot finds a memorable way to get the message out about aspirin’s ability to help increase heart attack survival rates and inspire viewers to carry it on their person in the case of an emergency. Of course, Energy BBDO hopes it will be Bayer they turn to during their next trip to the pharmacy, but the spot doesn’t push the brand too hard. Instead the spot attempts to convince more people to carry aspirin for emergency situations, potentially good for Bayer and potential heart attack sufferers alike.



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 Vinh

Head 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 Maker

Global Client Service Director: David Goring-Morris
Client Service Director: Katie Clow
Account Director: Trish von Rein
Account Executive: Kristen Schumacker

Group Planning Director: Catrina McAuliffe
Planning Director: Brian Stout
Senior Planner: Jesse Unger

Production Company: Maverick NYC
Director: David Garcia
Executive Producer: Brad Johns

Editorial Company: Flare
Executive Producer: Mitch Monzon
Editors: Sean Berringer, Jill Dugan, Casey Cobler

Digital Agency: iCrossing
Senior Account Director: Al DeDona
Senior Strategy Director: Catherine Mevs
Account Manager: Amanda Neil

Media Agency: MediaCom
Communications Planning Director: Matthew Gunther
Strategy Director: Charlie Singer
Director, Paid Social: Aaron Welch