Jeff Bridges has shared his personal struggles in an AstraZeneca ad that aims to raise awareness surrounding immunocompromised people – those with a weakened immune system.
In the spot the Academy-award-winning actor shares his battle with Covid 19 and cancer to help the world understand that “not everyone understands what immunocompromised people are going through right now.”
The pharmaceutical brand intends to highlight the ways immunocompromised people face health changes on a regular basis.
Bridges explained in the film that he “almost lost it all.”
“My immune system was totally shot. Fortunately, you don’t have to wait around for the worst. You can up your antibodies before Covid comes knocking.”
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AstraZeneca’s creative agency partner, Edelman, helped embed the actors story into the ad, with additional input from director Scott Cooper and musician T-Bone Burnett, who both worked with Bridges in the 2009 film Crazy Heart.
“It was an incredibly harmonious set, due in large part to the many chemistry meetings the Edelman creative team had with Jeff,” AstraZeneca general manager and US head of health operations, Abbie Griffith, and Edelman executive vice-president and creative director, Michelle Tucker, said.
“From the outset, he was drawn to the creative idea, and the level of detail the team had put toward crafting the campaign around his personality. It set the collaborative tone from the beginning.”
