This Ad Showing the Raw Emotion Felt by Front-Line Medical Workers Needs No Dialogue

Spot honors the sacrifices made in Baltimore hospital

a grieving nurse
Emotions run deep after a shift at a Baltimore hospital. LifeBridge Health

Since the global pandemic began, brands continue to determine the best way forward on messaging. The tone of advertising covers a fairly wide range. There’s unity, as exhibited by “The Real Heroes Project.” There are explanations of business shifts to aid society. And, of course, plenty of ads offer endless and deserved thanks to essential workers, from delivery services to retailers and, most crucially, healthcare professionals.

@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.