"Born Twice"

26 April 2023

60s

Vital intervention.

Like Hot Chocolate, the Ramones, and the Jackson Sisters, Colorado Children's Hospital believe in miracles. This heart-rending commercial from agency FIG and director Christopher Hewitt depicts one of them: a child who's born twice.

Ultrasound scans chart the baby's progress from week thirteen onwards, its heartbeat intertwined with mum's narration ("I can't wait to meet you", "I felt a kick!"). Yet at week twenty-three, a new voice reveals that "something's not quite right". The only option is to remove the baby for surgery, then place it back in the womb.

This miraculous procedure requires state-of-the-art technology and a human touch - both of which are evident here. The result is a solemn promise to consider every option when the unthinkable happens. Sometimes, the most improbable solution is the correct one.

USA

Health Services