Going back to your roots…it’s something we all cherish and crave. This campaign took me back to my childhood home. But more on that in a moment.
WOW MKTG approached us about an idea they had, where a mother and son would prepare a Flan, which is a traditional Cuban dessert, just like they used to make when he was a young child. They’d mix all the ingredients with care, bake the delicious dessert (I’ve LIVED on that dessert, it’s awesome)! Once the Flan is prepared, we pivot and hop in the car. Mom and Son travel, enjoying the sights of the city, on their way to…somewhere. We don’t know where.
We see them pull up to a LEON Medical Center, where they greet everyone as they enter. They’re like family already with the folks at the center. But the wonderful thing about Leon is that they treat EVERYONE with grace, humility, and kindness.
Mom finds her doctor chatting with another colleague, and she approaches with her secret weapon…her Flan! She surprises him with the gift, not just a dessert, but a gift of love. And the tag line for the campaign, “Care for who you love,” is a perfect example of how Leon embraces their patients, and how families embrace Leon in return, by entrusting them with their loved ones.
Casting was a blast, and we found the perfect Mom/Son pairing pretty quickly. The real challenge was finding the right “home” for the commercial. Everyone had a different thought for what the house should look like. When we couldn’t find the right place, I decided to send a few pictures of my childhood home to the Director and Client. Everyone fell in love.
My mother wasn’t initially thrilled with the prospect of having 50+ people in her home for a day of filming, but she ultimately relented. This spot brought back so many wonderful memories of my youth, sitting on the kitchen counter, so I could reach the snacks on the top cabinet. Hanging out with my grandmother as she drank her coffee, telling me about her childhood and young adult life in Cuba. It was a full-circle moment.
I’m proud of this campaign and the beautiful message it delivered. I was especially happy that my mother could gloat to her friends about her kitchen being a co-star in the commercial! Hope you enjoy the spot!
