Jason Voorhees-Like Guy Terrorizes With Wrong Face Mask In New York State’s PSA
By Izza Sofia, 26 Jun 2020
Image via Ogilvy Health
Who knew the likes of Friday the 13th’s Jason Voorhees could be a poster boy during the coronavirus pandemic?
An individual who resembled the hockey mask-wearing murderer from the slasher film has been adopted by the State of New York to remind the public that they should still take precautions even though bans have been lifted.
Produced by creative agency Ogilvy Health, the ad showed the character struggling to fit into the society as he walked around the streets of New York City donning the iconic hockey mask.
Many passersby tried to avoid him, which he believed must have been because of his face mask. In a voiceover, he reassured that he was just a regular bloke who even has a cat.
Towards the end of the ad, a young girl walked up to him and offered him a proper face mask that would be much more efficient in protecting himself against the virus.
“Wearing a mask is scary,” the tagline reads. “Not wearing one can be deadly.”
Ogilvy Health’s executive creative director Toby Trygg said that many New Yorkers aren’t wearing masks when they are out and about, despite it being proven that putting one on would be the easiest way to stem the spread of the virus.
Trygg hopes that by incorporating pop culture, the campaign might educate the public and change their oblivious ways.
“Tap into pop culture. Don’t preach. Don’t fear-monger. Do the opposite. Make them smile, engage and share with their peers,” he said.
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Wearing a mask has proven to be an easy and important way to stem the spread of the #coronavirus, yet many New Yorkers still aren't doing it. This is especially true of younger people who may feel invincible to #Covid19. How can we get them to pay attention to this life-saving message? Tap into pop culture and entertain them. Don't preach. Don't fear-monger. Do the opposite. Make them smile, engage and share with their peers. As the tri-state area begins to open, Toby Trygg, Executive Creative Director at Ogilvy Health, aligned with the talented folks at @chimneygroup to help create this timely PSA. #Ogilvy #OgilvyHealth #AgencyLife #AdLife #PSA #PublicHealth #Creative
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[via Ad Age, opening image via Ogilvy Health]
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