As the coronavirus pandemic ramped up, Boll & Branch, the direct-to-consumer bedding brand founded seven years ago, evaluated its options for creating face masks, gowns or shields for health care workers. Many brands including Nike, LL Bean, SmileDirectClub and Gap have tapped into the production of personal protection equipment in recent weeks. But Boll & Branch found it lacked the infrastructure and supplies to execute such a conversion in production—instead, the brand decided to work with its mattress partners to create hospital-grade mattresses and pillows for the effort, a spokeswoman says.

Calling the effort “Helping from Home,” the brand highlights the initiative in a new 30-second spot that was produced entirely in-house using employee cell phones. The commercial shows staffers from their homes. Unlike the pleas to "stay home" we've seen in many other ads, they all simply ask, "How can I help?"

The spot then goes on to explain the program, saying that if consumers purchase from the company, they’ll receive a 10 percent discount and Boll & Branch will donate 10 percent of the proceeds to relief efforts.

The spot, which took two weeks from concept to execution beginning March 25, is running on network and streaming TV starting Thursday.