When family visits for the holidays, they don't come alone. They bring all the germs from everyone they've been exposed to that day.

The spot brought this invisible threat into sharp focus by placing strangers directly in the nursery—hovering over a newborn as they cough, sneeze, and smack their gum. It's unsettling to watch, making the hidden network of exposure suddenly impossible to ignore. The creative challenge was reaching vaccine-hesitant parents without lecturing or fear-mongering. By focusing on what parents can't control (who their relatives encounter before arriving) rather than what they should do, the message positioned vaccination as an empowering choice rather than a mandate.