The inside story of the most important public marketing campaign ever assembled.
You can almost hear the needle on the record, as Billie Holiday’s “I’ll Be Seeing You” plays. An older woman looks out the window. We see the pictures of her family, her grandkids, sitting in frames and stuck to the fridge. A crayon drawing of two kids wearing masks reads, “We miss you Grandma.” The woman goes through her own version of the Mr. Rogers routine (putting on a comfy sweater and slippers) before anxiously looking out the window again. When the doorbell finally does ring, it’s not an Amazon or grocery delivery—it’s her family. She opens the door, and after a moment of brief hesitation the kids run in for a long-awaited hug.