METROPOLIS MEDIA GROUP WINS “BEST TV AD”
AT THE TIME THIS AD AIRED…
85,000 Kaiser Permanente hospital workers were gearing up for what would have been the largest strike in the United States in over two decades.
It didnt happen.
One day after the ad began airing, Kaiser demanded that the networks take it down. Two weeks later, Kaiser’s CEO released a statement insisting our client’s tactics would get them nowhere. Week Three, Kaiser acquiesced, caving to the unions on several key demands and ending the negotiations.
THE WINNING COMMERCIAL…
The idea of featuring a day in the life of a housekeeper to highlight the discrepancy between executive and housekeeper salaries is simple enough. But packing a complete story spanning an entire day at work and home and key message points into a cohesive :30 requires a special level of finesse.
For outstanding execution of a tricky concept, and for helping avoid a strike that would’ve hurt patients and workers, “Fitzgerald” was awarded the highest honor for “Best TV Ad” in the independent category at the 2020 Reed Awards.
Congratulations firstly to our long time client, Rally, for putting together such a brilliant and well strategized overall campaign. And secondly to the entire Metropolis Media Group team who worked tirelessly, filming in two different cities, and our post production team who produced over 30 editorial ‘versions’ of the commercial to arrive at what we consider one of the best & most successful spots we’ve ever produced.