UK government "Look into my eyes" by MullenLowe

The UK government is calling on the public to think about the impact of their actions on healthcare staff and patients in its latest TV ad in the national effort against Covid-19.

The spot features close-up shots of various faces – some wearing surgical masks, others ventilation masks. It ends with the message: "Look them in the eyes and tell them you are doing all you can to stop the spread of Covid-19."

The ad was created by Jane Briers and Dave Cornmell and directed by Simon Ratigan through HLA. The media agency is OmniGov. Other agencies involved in the campaign are Freuds, MMC and 23red.

The TV ad was shown on Channel 4 at 8.45pm during Jamie and Jimmy’s Friday Night Feast, and on ITV during one of the ad breaks of Endeavour (from 8.45pm onwards). It is supported by work across radio, out of home, digital, print and social. The other executions feature imagery of other key workers, who are often at increased risk of contracting the virus, including bus drivers, pharmacists and shop assistants.

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