In its first campaign with its newly appointed agency McCann New York, 3M introduces us to a father and daughter who respectively provide unique perspectives on the pandemic–one from the supply line, the other from the front line. This spot is told from the POV of the dad, Chris DeColli. When the COVID-19 pandemic first hit, Chris volunteered to be 3M’s point person coordinating with the U.S. Federal Emergency Management Agency (FEMA). His mission has been simple and endlessly complicated at once: help direct millions of respirators and other personal protective equipment (PPE) to frontline workers.
Chris’ own daughter is one of those frontline workers, stationed as a nurse in a hard-hit Baltimore hospital after graduating right as the pandemic began.
In this ad–titled “A Hand to Hold” and directed by Joshua Kissi of division7–we hear Chris’ perspective on the urgency of his work, helping to get PPE to nurses–like his daughter, Erica–as they worked up close to provide care to their patients.
The next upcoming film in the campaign, “A Father’s Commitment,” will share Erica’s POV on her dad’s work and what it meant to her as she suited up in her 3M PPE every day.
