"Look Me In The Eyes"

25 January 2021

30s

Windows to the soul.

The trauma of fighting Covid-19 has left many NHS staff on the brink, both physically and emotionally. This 30" ad implores viewers - especially those who play fast and loose with lockdown rules - to literally look those struggling in the eye.

They include doctors, nurses, and patients who must wear face coverings of all kinds day after day. Director Simon Ratigan’s tactile close-ups are accompanied by some equally potent sound design - namely a faint murmur akin to radio static.

This unnerving sound is in stark contrast to Clap for Heroes and the like, as the already grave reality of 2021 sinks in. As the total number of Covid-19 deaths in the UK hits one hundred thousand, this latest glimpse into frontline care couldn't feel more timely.

UK

Health Services