Bronx hospital’s Olympics ad connects breakdancing to early cancer detection

As breakdancing gets its moment in the world’s spotlight debuting as an Olympic sport in Paris, a hospital in the Bronx is flashing back to its hardscrabble origins with a new ad. “Spot it Early,” Montefiore Einstein’s message about early cancer detection, has a parallel in the emerging art form and its performers—early detection, in sports or with cancer, leads to better outcomes. Montefiore Einstein touts a reputation as a top cancer-care hospital, calling itself “the official sponsor of spotting it early.” See all of the 2024 Small Agency award winners here The ad from agency Mirimar is set to make its broadcast debut during NBC’s live coverage of today’s Olympic opening ceremony and again in NBC’s primetime broadcast, with 60- and 30-second versions in rotation throughout the 2024 Games. Flashing back to the late 1970s and early 1980s, the spot tells the story of how a boy named Reece saw his South Bronx neighborhood transformed through breaking, and how as a grown-up today, he can continue to influence the sport by spotting young talent. The extended online version is shown here. The connection between Montefiore and breakdancing was fairly straightforward—both proudly hail from the New York City borough of the Bronx. But it was insight around the long journey athletes make to the Olympics—and the related value of spotting their talent early—that connected the message, according to John McKelvey, co-founder and chief creative officer of Mirimar. “Breakdancing’s debut became the perfect unifier as it will feature for the first time at this year's Olympics, and [with] breakdancing and Montefiore Einstein both beginning in the Bronx, we knew Montefiore Einstein had an authentic story to tell,” McKelvey said in emailed remarks. “We were able to make this careful throughline with two things that people don’t often put together—talent and cancer.” The ad was directed by Seb Edwards of Park Pictures and shot by cinematographer Adam Arkapaw. It is narrated by rapper Rahiem of Grandmaster Flash and the Furious Five. Bronx hip-hop icon Grandmaster Caz plays the talent show host. Graffiti was provided by the fabled artist KEO. Choreographer and cultural advisor Nemesis brought together actual breakdancing crews, not actors, including the young dancer shown at the end of the film, Carmarry “Pep-C” Hall. Music featured in the film includes “New Rap Language” by Spoonie Gee & The Treacherous Three, “Dance” by ESG, “Rockin’ It” by The Fearless Four, and “I Shall Wear a Crown” by Pastor T. L. Barrett. In addition to the ad, the integrated campaign includes digital, social, a campaign microsite, and a large out-of-home footprint including massive hand-painted wallscapes in Manhattan and the Bronx. The Manhattan art on 8th Avenue is one of the largest canvases in New York, according to Mirimar; its art features breaker Alexis Holguin (aka Thriller), who is shown in the film. Montefiore Einstein will also run a full-page ad in the Sunday New York Times, as well as print ads in other newspapers and magazines. “This isn’t just a campaign; it’s about inspiring the world with a story of resilience, triumph and spotting things early, and proving that if you do, whether it’s in your health or a sport, no victory is out of reach,” said McKelvey. Healthcare Marketing Impact Awards Enter today as we honor the best in healthcare marketing Learn more here

Bronx hospital’s Olympics ad connects breakdancing to early cancer detection

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