Cancer is the leading cause of death among Hispanics, and to raise awareness around this statistic, cancer treatment and research institution Memorial Sloan Kettering Cancer Center partnered with Miami-based creative agency Alma to produce and launch a bilingual public service campaign that promotes the importance of cancer screenings. The campaign includes this short film, Late, directed by Rodrigo Garcia Saiz who has a special connection to the story, having been treated for cancer himself in the past. The film produced by Central Films tells a love story that’s shaped by the moments of being late over the years, while also reminding viewers of the moments where timing is everything.
The goal of this powerful, emotional public service film is to prompt viewers to get screened for cancer on a timely basis. This message is of paramount importance in that Hispanics are more likely to have their cancer diagnosed at a late stage, when treatment is usually more invasive and less successful. Cancer screenings, which means having routine checkups even without necessarily presenting symptoms, can help catch disease early when there are better odds for treatment.
“As an agency that’s rooted in Hispanic culture, we were honored to partner with Memorial Sloan Kettering Cancer Center to produce a beautiful story and film that makes connections with families everywhere,” said Monica Marulanda, executive creative director at Alma, “As the Hispanic population is often more affected, we were proud to be able to work with Rodrigo García Saiz and bring to life an emotional story that’s rooted in Hispanic, but that could touch people’s hearts everywhere, and even better, inspire them to schedule their next screening.”
CreditsClient Memorial Sloan Kettering Cancer Center Agency Alma Alvar Suñol, co-president & chief creative officer; Monica Marulanda, executive creative director; Virgilio Flores, group creative director; Humberto Maldonado, associate creative director; Raquel Chisholm, copywriter; Erika Peitersen, associate art director; Bruno Trad, creative director; Emilia Lora, sr. art director; Bella Pedreira, Caitlyn Becerra, Mac artists; Regan Andre, freelance Mac artist; Tomas Nunez, director of strategy, content & experience; Paola Plaza, strategist, content & experience; Isabel Thielen, content creator; Yeyo Marquez, VP, director of production; Jorge Espinosa, executive producer; Daniella Alamo, production coordinator; Jennifer Eirea, head of studio; Mercy Lopez, studio producer; Jose Toldedo, audio engineer; Pablo D. Colella, video editor; David Hutchinson, developer; Mimi Cossio, sr. producer. Production Central Films Rodrigo Garcia Saiz, director; German Lammers, DP. Color Grade Forward Studios Oscar Martinez Moving, colorist. Music Song: “God Only Know”--acoustic; performed by Jae Hall; written by Brian Wilson, Tomas John Bergquist, Tony Asher; produced by Simon Durey; Tristar Records
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More