As many American storefronts re-open amid a worsening pandemic, the International WELL Building Institute has launched its first national advertising campaign, casting a roster of A-list celebrities to promote its WELL Health-Safety Rating Seal that can give consumers peace of mind about businesses’ COVID-19 protocols.
In the new ad, released today, Lady Gaga, Michael B. Jordan, Robert DeNiro, Venus Williams and more encourage the public to look for WELL’s seal—available to restaurants and retailers as a physical sticker or display plaque—for reassurance that they’re patronizing a business with top-notch sanitary measures.
“Look for the WELL Health-Safety Seal outside, and feel more confident going inside,” Jennifer Lopez says at the end of the 30-second commercial.
“What I wanted to do with this campaign was make it very much in the style of a public service announcement. For the consumer, there is no transaction associated with our campaign,” says Tony Antolino, chief marketing officer at Delos, the International WELL Building Institute’s parent company.