Top Spot of the Week: Director Lance Acord, Goodby Silverstein & Partners Take "The Plunge" For One Medical

By

Robert Goldrich
Friday, Jan. 15, 2021

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“Who will you be?” That’s the question One Medical is asking in its first ever TV commercial which is slated to launch on January 20 during CNN’s coverage of the presidential inauguration.

Directed and shot by Lance Acord of Park Pictures for Goodby Silverstein & Partners, the spot follows the journey of Bay Area open water swimmer, Mina Rhoden, as she carries out her daily ritual of swimming in the frigid Bay Area waters. It’s a routine that she, much like many other fitness enthusiasts, has embraced even more during the pandemic. With pools, gyms, and other recreational facilities closed, people have turned to new outdoor hobbies instead--spending an average of 14 hours a week outside.

“We wanted to use the inauguration, this moment of a new beginning, tremendous change, to get people thinking about the changes they could make in their own lives,” said Doug Sweeny, CMO of membership-based primary care practice One Medical.

In a recent study weighing the effects of the pandemic, 28% of participants said they’ve increased their exercise frequency, 34% are eating more healthy food, and 68% are paying more attention to risk factors for health issues.  

Rhoden has never appeared in a commercial before. She explains that she decided to be in the film for one reason: “I wanted to inspire more people of color and women of different body types to get in the water and try open water swimming.”

“This last year has forced us all to reevaluate every aspect of our lives--from our careers to our relationships, and of course, our health,” said Margaret Johnson, chief creative officer at Goodby Silverstein and Partners. “We hope Mina’s open-water swimming inspires more people to explore new ways to stay healthy.”

Credits

Client One Medical Agency Goodby Silverstein & Partners Margaret Johnson, chief creative officer; Tristan Graham, Felipe Lima, creative directors; Anthony Pagaza, copywriter; Jennifer fisher, art director; Leila Gage, director of broadcast production; Tess Kenner, executive producer; Gabriella Dishotsky, brand strategy director. Production Park Pictures Lance Acord, director/DP; Jackie Kelman Bisbee, exec producer; Caroline Kousidonis, executive producer/line producer; Scott Howard, exec producer; Anne Bobroff, sr. head of production/business affairs; Chelsea Schwiering, head of production. Editorial Exile Matt Murphy, editor; Vance Tucker, assistant editor; C.L. Kumpata, exec producer; Jennifer Locke, head of production; Samantha Axelrod, producer. VFX a52 Andy Rafael Barrios, VFX supervisor; Rod Basham, lead Flame artist; Chris Riley, John Valle, online editors; Andrew Rosenberger, producer; Stacy Kessler-Aungst, head of production; Patrick Nugent, Kim Christensen, exec producers; Jennifer Sofio Hall, managing director. Color a52 Color Daniel De Vue, colorist; Jenny Bright, color producer; Thatcher Peterson, exec producer. Music/Sound Design/Mix Q Department

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