Mission: Detect the SOS, Boehringer Ingelheim's first-ever Super Bowl campaign. Starring Octavia Spencer and Sofía Vergara, the action-movie-inspired spot brought national attention to the importance of kidney health screening, turning a disease awareness initiative into a cultural conversation.
Detect the SOS launched during the Thanksgiving Day Parade with the debut of the "Tappers" commercial, which used everyday sounds tapping out SOS in Morse code as a metaphor for the body's hidden warning signs. The spot introduced the campaign's call for people to recognize and respond to early signals of kidney and heart disease.
Made possible through partnerships with our clients, talent, and creative collaborators.
Big shout out to Dennis Greeley, Amy Rakowski, Sara Barth, Jen Z, Vincent Peone, and Versus.