Patriots’ Day, celebrated on the third Sunday of April in some U.S. States, holds much meaning for the residents of Massachusetts. It marks the anniversary of the first battles of the American Revolutionary War, but it’s also the day that the city of Boston holds its annual marathon and a yearly home game played by the Boston Red Sox at Fenway Park. The day also represents one of the city’s most tragic momens, the 2013 terrorist attacks during the marathon. Typically, the time is marked by the hum of activity given all these events, but because of the coronavirus, the city this year was atypically still, represented in this stirring ad from the Boston Globe created out of MullenLowe and featuring the voice of Boston native and actor John Krasinski.
Like other pandemic-themed ads released so far, the spot depicts scene after scene of life interrupted—empty streets and public venues that otherwise should be teeming with people. All the images were pulled from the archives of the Boston Globe.
The V.O. from Krasinski (who’s also behind one of the big entertainment hits to emerge during the crisis) takes a somber tone, noting of the emptiness, “Some see this as a sign of weakness. Of retreat. Surrender. Nothing could be further from the truth. This is patriotism in its purest form,” he says as the sonic backdrop becomes louder with the cheers and applause of the community.
The campaign makes the point that “Boston is still running” and also includes a social component asking Bostonians to share how they are carrying on on social media with the hashtag “#BostonStillRunning.” For each video shared, the Boston Globe will provide a meal to a healthcare worker from a local restaurant. Donations can also be made directly through Globe.com/StillRunning.