Despite the exhaustion from the pandemic, the campaign strikes a hopeful tone. And the footage of real people, generally used as a creative crutch, is perfect in this context. Whether it’s a hug, playdate, a goodbye or a baby announcement, the gravity of not having these moments face-to-face is obvious. ![]() But what makes this work different is that one is immediately drawn into the scene out of a clear understanding and empathy of what’s going on. With the isolation endured since March 2020, the vaccine has been a light from a long, dark tunnel. Creatively, the campaign features a technique-shots of real-life and copy supporting the narrative on the screen-that’s been done many times before. ![]() In collaboration with Pfizer, Mischief No Fixed Address launched this COVID-19 vaccine PSA to remind us of what we’ve missed because of the pandemic.
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