Both the US and UK are using A list celebs for new Covid messaging and weirdly in both cases the results are actually not a cringe fest. The US goes full Hollywood where as the UK plumps for a simple two shot idea done inhouse by the NHS. This latter film I feel will carry more weight with its audience. The American work is part of a wider ‘Mask up America’ campaign from the Center for Disease Control with this spot created by Warner Medias own creative teams using their extensive back catalog of famous films. The idea being digitally adding masks to famous clips where as NHS England has Michael Caine acing Elton John in an audition for a vaccine commercial. The NHS spot features rather brilliant writing by Stephen Pipe including a superb exit line. Like I said I think the context adds to the effectiveness of the message.
Using celebratory to build populist trust is not new, just really difficult to pull off
