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Jesper Hiro Shows His Softer Side in New Spot

In a new spot for Dignity Health Birth Centers, B-Reel director Jesper Hiro uses an old tune to welcome new life, and the result is a 60-second tearjerker of a spot. Made for Dignity Health with agency Eleven, Inc San Francisco, it was quickly named as Editor's Pick for Creativity online. Hiro combines scenes of a family preparing to meet a newborn while mouthing the lyrics of the Lionel Richie classic, 'Hello.' Says Creativity, "Against these scenes, the song loses all its kitschiness and becomes a powerful emotional vehicle, helping to highlight the anticipation, angst and joy that go along with the family's experience of welcoming a new baby. And, as many ads about babies center on the mom, it's good to see it from a new perspective."

We couldn't agree more. Hello, box of tissues. 

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