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

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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
Vice President, Brand Marketing:
Mark Viden
Vice President 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

See more credits

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