Steve Buscemi lends his distinctive narrative tones to a new street art-filled spot by healthcare provider Northwell, sending good vibes to New Yorkers as they start to tentatively head back to work and school.
The campaign, by StrawberryFrog, hinges on the insight that New Yorkers might be concerned about a new wave of the coronavirus as the season transitions to the fall. It aims to remind them that Northwell is ready for any obstacles that may come in the months ahead. It starts with Buscemi asking, "How're you holding up?" He then goes on to state, "We don't have a crystal ball ... but whatever comes next, we'll be ready."
The film, directed by Kristian Mercado, features street art typical of that seen New York over the past few months. According to StrawberryFrog business lead Dan Langlitz all the work featured is original and custom-made by street artists. It "makes a powerful statement about the solidarity of our communities on key issues that Northwell helps address, like social justice," he said in a statement. "We use the art to paint the love letter to New York as the story unfolds."
The spot was filmed on Long Island, parts of New York City, and the suburbs. It's part of a wider campaign that will play out via online videos, radio, print and out of home advertising.
Earlier on in the pandemic, Northwell ran an animated spot depicting healthcare workers as superheroes fighting the virus.
“We want to continue to deliver powerful creative storytelling to ensure New Yorkers understand that we are here, and ready for what lies ahead of us,” added Ramon Soto, senior vice president and chief marketing and communications officer at Northwell.