Lionel Richie's 'Hello' Will Make You Cry Again, Thanks to This Ad

Spot Promoting Dignity Health Birth Centers Focuses on the Family's Experience

Published on Jun 01, 2015

Editor's Pick

Lionel Richie's iconic love ballad "Hello" has seen many lives. After becoming one of the '80s most popular romantic tunes, its cheese factor gave it a starring role in a hilarious ad for Starburst, one of the originators of candy advertising's absurdist movement. Today, it finds a fitting, emotional home in this spot for Dignity Health, from Eleven San Francisco.

The ad, directed by B-Reel's Jesper Hiro, features a series of charming scenes of a family coming to meet their newborn sibling/child/grandchild to say "hello," in one of Dignity Health's birth centers: a young boy primps before the mirror as he mouths the lyrics, a girl strolls through the hallway with teddy bear in tow, a grandpa emerges from his car with a bouquet of brilliant balloons.

Against these scenes, the song loses all its kitschiness and becomes a powerful emotional vehicle, helping to highlight the anticipation, angst and joy that go along with the family's experience of welcoming a new baby. And, as many ads about babies center on the mom, it's good to see it from a new perspective.

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Jun 01, 2015
Eleven Inc. San Francisco
Dignity Health
VP of Brand Marketing:
Mark Viden
VP of Marketing:
Adam Rice
Vice President Strategic Marketing and Communications, Bay Area:
Joanie Cavanaugh
Chief Creative Officer:
Mike McKay
Creative Director:
Margie Chidley
Senior Art Director:
Sara Worthington
Rob Thiemann
Design Director:
Ted Bluey
Executive Producer:
Anastacia Maggioncalda
Senior Producer:
Lindsay Fa
Group Account Director:
Eric Lombardi
Management Supervisor:
Krista Osol
Account Manager:
Lizzie Imboden
Production Company:
B Reel
Jesper Hiro
Executive Producer:
Fran McGivern
Line Producer:
Rachel North
Director of Photography:
Larkin Seiple
Art Director:
Tessa Posnansky
Post Production:
Brian Lagerhausen
Assistant Editor:
Joelle Wagner
Colorist/Flame Artist:
Dave Burghardt
Executive Producer:
Jon Ettinger

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