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"Turn around, bright eyes," and "Together we can take it to the end of the line" are just a few of the ways kids in a new ad for Children's Health are depicted as they wait for a new heart valve to be installed.
The spot, created by ad agency Colle McVoy, is a celebration of the hospital's "innovative, all-in approach" to care, according to a press release.
"We wanted to recognize childhood as precious and fleeting, knowing it can change in an instant and show Children's Health as a place where doubt is replaced with knowledge and fear is replaced with hope," Colle McVoy's creative director tells Muse.
"Turns out most of the 'Total Eclipse' eclipse pack a serious emotional punch when placed with visuals of the highs and lows of a child's hospital stay," writes Kyle Buchanan at Adweek.
"It's a counterintuitive choice that demands attention, less predictable than, say, Steinman's 'Incredible Out for a Hero,'" he adds.
"Another Reagan-era hit for Tyler, which would have been a more obvious selection."
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