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Bronx hospital Montefiore Einstein Comprehensive Cancer Center is celebrating breakdancing’s Olympic debut at the 2024 Summer Games in Paris with a campaign tracing the sport’s origins in the South Bronx and arguing for the value of keeping an eye out for talent — and cancer.
The two-and-a-half-minute film directed by Seb Edwards of Park Pictures and created by agency Mirimar is narrated by hip-hop pioneer Rahiem of Grandmaster Flash and the Furious Five. It follows the emergence of breakdancing in the ‘70s and ‘80s, with kids practicing moves in the streets and their living rooms and teams showing off in clubs, subways and the Loews Paradise Theatre.
The film ends with a coach giving an Olympic contender a pep talk before she competes. Its message is that “Talent is best spotted early. So is cancer.”
“This isn’t just a campaign; it’s about inspiring the world with a story of resilience, triumph and spotting things early, and proving that if you do, whether it’s in your health or a sport, no victory is out of reach,” Mirimar co-founder and chief creative officer John McKelvey told ADWEEK.
“With breakdancing and Montefiore Einstein both beginning in the Bronx, we knew we had an authentic story to tell given this art form will have its Olympic debut this year.”
All of the dancers featured in the film are part of breakdancing crews. The spot also features cameos from Bronx hip-hop musician Grandmaster Caz and Team USA breakdancer Carmarry Hall aka Pep-C.
The film will premiere during NBC’s live broadcast of the Olympic Games Paris 2024 opening ceremony and run again during the prime-time broadcast, with 30- and 60-second versions rotating throughout the games.
The campaign also features a website, a full-page ad in the Sunday New York Times, placements in other newspapers and magazines, two hand-painted wallscapes in Manhattan and the Bronx, and digital and static OOH throughout New York including bus shelters, billboards and marquees.
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