John Legend takes his well being simply as significantly as he takes his craft. However he’ll nonetheless discover a approach to verify there’s a candy (and enjoyable) payoff in caring for each. Particularly for a compelling trigger.
The award-winning singer, producer and activist teamed up with Pfizer for the most recent 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 current 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 observe by the identical identify) descend from a staircase in an nearly clinically white room, decked out in an attention-grabbing brown velvet go well with, playfully baiting the viewers about how he maintains his equally velvety vocals.
“You may marvel, ‘John Legend, how do you retain your voice so… legendary?’” he sings earlier than revealing a translucent piano crammed with precise honey, full with honeycombs and dwell 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 among the candy liquid from the piano right into a glass earlier than melodically declaring, “The more energizing 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 basic “Obtained 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 have been directed by Martin Werner of Reset, with Hoyte Van Hoytema—whose earlier credit embrace Apple’s award-darling “Welcome Dwelling”—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 as a consequence of more and more relaxed prevention practices and protocols in public areas.
Whereas the Biden administration has introduced it should 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 defense, because the unfold of the virus—which, based on the World Well being Group, has claimed the lives of greater than 1 million People and 6.8 million folks globally—has not abated.
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 Every day, Producer