An engrossing story between mates over a meal. New York creative agency, Alto, has left health advertising formats far behind in its commercial for Montefiore Einstein Medical Centre.
The 2.30 minute film, Everyone Loves a Comeback, could have been grabbed from a Hollywood movie. And yet, its message, the power of the hospital’s work, is strong. It’s told through the story of real-life New Yorker, Paul Rivera, narrated by another New Yorker, Paul Giamatti.
The feel-good story, directed by RadicalMedia US director, Alexander Payne, is about a man who faced a deadly disease, received a lung transplant and came back stronger. Central to its heart is that Rivera had been turned down for a transplant by many hospitals before the experts at Montefiore Einstein’s Advanced Lung Failure and Lung Transplant Program accepted him.
The warmth of the story is enveloped in the emotive overlay of the men’s friendship – old friends enjoying a regular breakfast and a chat in a local diner.
A surprise at the ending adds the note that stays with its audience. As Giamatti finishes his story and leaves the table, he notices a man at the bar. Rivera comments, “Good story.” Giamatti replies, “You ought to know, you lived it.”
The film is also a reunion for Giamatti for its Academy Award-winning director, following last year’s The Holdovers and 2004’s Sideways. The spot was written in the spirit of Payne’s legendary classic movies and his long-serving composing partner Mark Orton (The Holdovers, Nebraska) also scored the work.
The film’s “magic” comes from Alexander’s signature skill in capturing the beauty of everyday life with light heartedness and humour, and Giamatti’s gravitas and native New Yorker authenticity. It guides viewers to really feel the impact Montefiore Einstein had on Paul Rivera’s life and to understand ripple effect that life-saving donations have on families and communities. It also celebrates Montefiore Einstein’s Advanced Lung Failure and Lung Transplant Program, which specialises in treating advanced lung conditions and undertaking high-risk cases.
The full campaign covers TV, social, print, OOH and streaming services.
Credits
Client: Montefiore-Einstein
Chief Marketing Officer: Loreen Babcock
Creative Agency: Alto New York
Chief Creative Officer: Hannes Ciatti
Executive Creative Directors: Dan Kroeger & Pierre Janneau
Creative Directors: Ian Fairbrother & Lars Jorgensen
Art Director: Filipe Nogueira
Executive Producer: Joe Street
Director of Production: Julia Menassa Panev
Integrated Producer: Marvin Cassell
Managing Partners: Matt Bonin & Ed Rogers
Head of Strategy: Tara Fray
Brand Directors: Megan Bowen
Brand Director: Tom Gibson
Media: Truform Media Group
Production: RadicalMedia US
Director: Alexander Payne
Executive Producers: Frank Scherma & Rebecca Niles
Head of Production: Andrea Mcintyre
Producer: Susan Agostinelli
Production Supervisor: Laila Robinson
1st AD: Arle Bordas
Director of Photography: Eigil Bryld
Production Designer: Anne Ross
Casting: Susan Shopmaker
Costume Designer: Lani Steinhouse
Post Production: Harbor Picture Company
Colourist: Joe Gawler
Producer: Brad Martin
Editorial: Exile
Editors: Grant Surmi & Tyler Higgins
Executive Producer: Sasha Hirschfeld
Producer: Ben Kainz
Edit Assistant: Megan Heard
Music: Premier Music Group
Composer: Mark Orton
Sound: Barking Owl
Executive Producer: Ashley Benton
Sound Designer: Gus Koven
Sound Mix: Matt Keith
Animation: Hello Scholar
