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By Kenneth Hein, US Editor

December 5, 2022 | 4 min read

Nearly three minutes of holiday delight offer dual story lines and one important message.

Physical therapy is often a slow process, but the rewards are powerful. In this year’s holiday spot, Montefiore Einstein shows the recovery of a toy store owner, how it impacts his life and many others – real and imagined.

Dual plotlines depict the sleepless nights and pain that a store owner has to endure, juxtaposed against characters atrophying in a holiday display within the man's toy shop window. One boy complains: “My skates don’t work.” A vendor says there are “No cookies. No nothing.” Without the store owner, they are lost.

After pushing himself to recover and bonding with his physical therapist, we see our hero running up the stairs and, soon, back at his store. There, he brings the village back to life. Soon skates and sleds work. The fire at the roasted chestnuts stand ignites. Even the chestnut vendor’s hair grows back.

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We see the store owner happily driving the train through his toy village and find the boy who had lived in the display suddenly outside the store window. Sound confusing? It kind of is, but it certainly gives us something to think about and a reason to watch again.

In the end, the key message – that “caring makes magic” – is driven home quite poetically.

The ad was created by Alto and directed by Fredrik Bond. It features music by Academy Award nominee Emile Mosseri.

This is the third year in a row that Alto has teamed with Montefiore Einstein for an epic holiday spot. Its tribute to healthcare workers in 2020 was the recipient of an Emmy award.

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CLIENT:

Montefiore-Einstein

Loreen Babcock - Vice President, Chief Marketing Officer

AGENCY:

Alto New York

Hannes Ciatti - Chief Creative Officer, Founder

Matt Bonin - Head of Entertainment + Production, Partner

Ed Rogers - Managing Director, Partner

Tara Fray - Head of Strategy, Partner

Dan Kroeger - Creative Director

Pierre Janneau- Creative Director

Bryan Stokely - Writer

Chen Liang - Art Director

Filipe Nogueira - Art Director

Kim Cross - Executive Producer, Film

Megan Bowen - Group Brand Director

Tom Gibson - Brand Director

Julia Menassa Panev - Director of Art Production

Marvin Cassell - Integrated Production Associate

PRODUCTION COMPANY:

MJZ

Director: Fredrik Bond

Executive Producer: Ben Scandrett-Smith

Line Producer: Alicia Richards

Production Manager: Daisy Mostyn

Director of Photography: Arnaud Potier

Production Designer: Dan Betteridge

EDITORIAL:

WORK

Editor: Rich Orrick

Assistant Editor: Chris Wronka

Executive Producer: Erica Thompson

Editorial Producer: Malia Rose

POST / VISUAL FX:

KEVIN

Founder/Creative Director - Tim Davies

Post Producer - Andrew Cowderoy

COLOR GRADE:

Company 3

Colorist - Sofie Friis Borup

Color Producer - Shannen Troup

MUSIC:

Walker Music

Composer - Emile Mosseri

SOUND DESIGN AND MIX:

Barking Owl

Executive Producer - Ashley Benton

Sound Design - Gus Koven

Mix Engineer - Matt Keith

PHOTOGRAPHY:

Atrbute

Photographer - Sebastian Nevols

Retouching - One White Chair - Karl Hugill

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