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For more than a decade, “Empire State of Mind” by Alicia Keys and Jay-Z has been a globally recognized celebration of New York City’s grit, glamour and hard-earned opportunities.
Recently, the 2009 song has taken on a new role that reflects the city’s pride in its resilience.
When patients are discharged from Montefiore Health System hospitals after recovering from Covid-19, the hospital staff plays “Empire State of Mind” in celebration. That inspired Montefiore and the recently founded agency Alto to feature the song, reportedly never before used in advertising, as the soundtrack to a new ad celebrating front-line medical workers.
The spot, “Canyon of Heroes: A Tribute to Our Brave Healthcare Heroes,” is the first work from Alto, founded by Hannes Ciatti.