US Ad of the Day: Montefiore Einstein shows the power of healing and the holidays
Nearly three minutes of holiday delight offer dual story lines and one important message.
Physical therapy is often a slow process, but the rewards are powerful. In this year’s holiday spot, Montefiore Einstein shows the recovery of a toy store owner, how it impacts his life and many others – real and imagined.
Dual plotlines depict the sleepless nights and pain that a store owner has to endure, juxtaposed against characters atrophying in a holiday display within the man's toy shop window. One boy complains: “My skates don’t work.” A vendor says there are “No cookies. No nothing.” Without the store owner, they are lost.
After pushing himself to recover and bonding with his physical therapist, we see our hero running up the stairs and, soon, back at his store. There, he brings the village back to life. Soon skates and sleds work. The fire at the roasted chestnuts stand ignites. Even the chestnut vendor’s hair grows back.
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We see the store owner happily driving the train through his toy village and find the boy who had lived in the display suddenly outside the store window. Sound confusing? It kind of is, but it certainly gives us something to think about and a reason to watch again.
In the end, the key message – that “caring makes magic” – is driven home quite poetically.
The ad was created by Alto and directed by Fredrik Bond. It features music by Academy Award nominee Emile Mosseri.
This is the third year in a row that Alto has teamed with Montefiore Einstein for an epic holiday spot. Its tribute to healthcare workers in 2020 was the recipient of an Emmy award.
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CLIENT:
Montefiore-Einstein
Loreen Babcock - Vice President, Chief Marketing Officer
AGENCY:
Alto New York
Hannes Ciatti - Chief Creative Officer, Founder
Matt Bonin - Head of Entertainment + Production, Partner
Ed Rogers - Managing Director, Partner
Tara Fray - Head of Strategy, Partner
Dan Kroeger - Creative Director
Pierre Janneau- Creative Director
Bryan Stokely - Writer
Chen Liang - Art Director
Filipe Nogueira - Art Director
Kim Cross - Executive Producer, Film
Megan Bowen - Group Brand Director
Tom Gibson - Brand Director
Julia Menassa Panev - Director of Art Production
Marvin Cassell - Integrated Production Associate
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PRODUCTION COMPANY:
MJZ
Director: Fredrik Bond
Executive Producer: Ben Scandrett-Smith
Line Producer: Alicia Richards
Production Manager: Daisy Mostyn
Director of Photography: Arnaud Potier
Production Designer: Dan Betteridge
EDITORIAL:
WORK
Editor: Rich Orrick
Assistant Editor: Chris Wronka
Executive Producer: Erica Thompson
Editorial Producer: Malia Rose
POST / VISUAL FX:
KEVIN
Founder/Creative Director - Tim Davies
Post Producer - Andrew Cowderoy
COLOR GRADE:
Company 3
Colorist - Sofie Friis Borup
Color Producer - Shannen Troup
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MUSIC:
Walker Music
Composer - Emile Mosseri
SOUND DESIGN AND MIX:
Barking Owl
Executive Producer - Ashley Benton
Sound Design - Gus Koven
Mix Engineer - Matt Keith
PHOTOGRAPHY:
Atrbute
Photographer - Sebastian Nevols
Retouching - One White Chair - Karl Hugill