Cue Health joined its first ever Super Bowl lineup in a push to introduce audiences to its practical, at-home COVID-19 Diagnostic Tests with a spot that was created from start to finish within an incredibly tight eight-day turnaround.
The 30-second commercial, which aired during the third quarter of the game, features actress Gal Gadot as the voice of Cue. The brand’s Rapid Antigen Tests use nucleic acid testing and provide ease of use with the accuracy of central lab technology, all in one device that fits in the palm of your hand. The spot comes to life through the smart home devices and apps personified, showcasing that Cue can return results within 20 minutes.
Creative agency Doner and director Peter Darley Miller of Radical Media tapped Framestore to lend their expertise on the quick turnaround project, calling for a host of screen replacements and design for a household of smart appliances. Framestore Creative Director James Rogers and Design Lead Timothy Williams got to work compositing a phone, fridge and thermostat, in addition to general cleanup that brought the spot together seamlessly.
“Approaching a rapid turnaround on a spot like this really required strategic planning to ensure we hit all the creative on a critically tight deadline,” said Framestore Creative Director, James Rogers. “The strength of the artists and creative leads really helped us to not only complete the project within schedule, but also allowed for an unusually high number of options for the clients to draw from.”