Lionel Richie's iconic love ballad "Hello" has seen many lives. After becoming one of the '80s most popular romantic tunes, its cheese factor gave it a starring role in a hilarious ad for Starburst, one of the originators of candy advertising's absurdist movement. Today, it finds a fitting, emotional home in this spot for Dignity Health, from Eleven San Francisco.
The ad, directed by B-Reel's Jesper Hiro, features a series of charming scenes of a family coming to meet their newborn sibling/child/grandchild to say "hello," in one of Dignity Health's birth centers: a young boy primps before the mirror as he mouths the lyrics, a girl strolls through the hallway with teddy bear in tow, a grandpa emerges from his car with a bouquet of brilliant balloons.
Against these scenes, the song loses all its kitschiness and becomes a powerful emotional vehicle, helping to highlight the anticipation, angst and joy that go along with the family's experience of welcoming a new baby. And, as many ads about babies center on the mom, it's good to see it from a new perspective.