With COVID-19 infections on the rise, holidays will feel very different this year. Especially among healthcare workers, many of whom are going on 10 months apart from parents and loved ones. The risk is simply too great. They are on the frontlines battling sickness each day. And privately, they battle isolation and the loss of a life that once included friends, family, even simple pastimes of a shared meal.

In this film from agency 180LA and directed by John X. Carey of Tool, Cox Communications surprises three nurses and connects them with their parents over a shared experience that tastes like home. “Full of Love” is part of a larger initiative Cox calls The Connections Project–aimed at providing human connection where it’s needed most.

“At its heart, Cox is a connections company. What better way to show our appreciation for frontline nurses this holiday season than to connect them with loved ones through a shared experience that tastes like home,” said Rachel Negretti, director, brand strategy & new media, Cox Communications

Mike Bokman, executive creative director at 180LA, added, “If you ever lose hope in humanity, talk to a nurse. Every single one we met inspired us. These nurses risk their lives every day. They do so much for everyone else, it’s nice to be able to do even just a little something for them.”

Credits

Client Cox Communications Agency 180LA, Playa Vista, Calif. Al Moseley, chief creative officer; Mike Bokman, executive creative director; Jason Rappaport, group creative director; Daniel Barak, creative; Amar Marwaha, copywriter; Arvid Harnqvist, art director; Thomas Anderson, producer; Kaleen Ogden, head of strategy; Mauricio Barreda, strategist. Production Company Tool of North America John X. Carey; Laura Macauley, exec producer. Editorial Union Marco Perez, editor.

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