John Legend takes his well being simply as significantly as he takes his craft. However he’ll nonetheless discover a manner to verify there’s a candy (and enjoyable) payoff in taking good care of each. Particularly for a compelling trigger.
The award-winning singer, producer and activist teamed up with Pfizer for the newest version of its “Obtained Booster?” marketing campaign, selling the pharmaceutical firm’s bivalent booster shot—an up to date model of its vaccine developed to guard in opposition to latest Omicron variants. He has beforehand lent his well-known voice to encourage vaccinations for Walgreens in 2021.
In a spot that (fairly actually) oozes smoothness, “Honey,” created by VMLY&R, sees the crooner (whose newest album has a monitor by the identical identify) descend from a staircase in an virtually clinically white room, decked out in an attention-grabbing brown velvet swimsuit, playfully baiting the viewers about how he maintains his equally velvety vocals.
“You would possibly surprise, ‘John Legend, how do you retain your voice so… legendary?’” he sings earlier than revealing a translucent piano full of precise honey, full with honeycombs and stay bees inside. (Sure, each the piano and its tricked-out dispensary function are actual.)
Legend then factors out the parallels of getting an up to date booster to guard himself from the brand new variants of Covid-19 as he pours a few of the candy liquid from the piano right into a glass earlier than melodically declaring, “The brisker the higher!”
Play it once more
“Honey” is the second installment of Pfizer’s “Obtained Booster?” marketing campaign, which is a playful sendup of the traditional “Got Milk” marketing campaign, at present seeing a resurgence in reputation. The marketing campaign kicked off in January with “Unwelcome Visitor,” that includes omnipresent pitchwoman Martha Stewart menacingly brandishing a samurai sword and a post-booster bandage.
Each spots had been directed by Martin Werner of Reset, with Hoyte Van Hoytema—whose earlier credit embrace Apple’s award-darling “Welcome House”—serving as director of manufacturing on “Honey.”
Within the three years since Covid-19 upended life because the world knew it, hospitalizations proceed to prevail as new variants unfold resulting from more and more relaxed prevention practices and protocols in public areas.
Whereas the Biden administration has introduced it’ll finish the Covid-19 nationwide and public well being emergencies in Could, public well being officers nonetheless strongly encourage getting up to date boosters for cover, because the unfold of the virus—which, in line with the World Well being Group, has claimed the lives of greater than 1 million People and 6.8 million folks globally—has not abated.
Credit:
Company: VMLY&R New York
Martin Werner, Director
Wayne Finest, Chief Artistic Officer
Jason Xenopoulos, Chief Artistic Officer, North America
Augé Reichenberg, Well being Chief Artistic Officer
Guillermo Aracena, Group Artistic Director, Artwork Director
Bruce Jacobson, Group Artistic Director, Copywriter
Jason Goyle, Chief Shopper Officer Shopper Engagement
Rebecca Greenberg, Government Director Shopper Engagement
Ali Benequisto, Group Director Shopper Engagement
Samantha Cocuzza, Affiliate Director Shopper Engagement
John Noble, Government Producer
Oliver Each day, Producer
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