Film crews captured the first birth of the year at New Hyde Park, N.Y.-based Long Island Jewish Medical Center, and the footage is being used for a TV spot as part of "Look North," the first branding campaign for Great Neck, N.Y.-based Northwell Health, according to an AdWeek report.
Here are four things to know about the TV spot.
1. Moments between Austin Joseph, a boy born less than one minute after midnight on New Year's Day, and his mother were "captured in real time, inserted into the TV ad and broadcast within hours of the birth," according to J. Walter Thompson, the New York City-based international advertising agency that filmed the hospital's first birth.
2. The TV spot not only announces the arrival of Austin Joseph, but also announces the rebranding of the former North Shore-LIJ Health System as Northwell Health, according to AdWeek. The rebranding became official Jan. 1.
3. According to the report, the "Happy Birthday" ad will air on the following New York area broadcast stations including: WABC, WNBC, WCBS and WPIX. A print version of the ad will also run this week in The New York Times, The Wall Street Journal and other publications.
4. While Long Island Jewish Medical Center allowed film crews to capture the hospital's first birth of the year, many other hospitals and health systems — including Franklin, Tenn.-based Community Health Systems — have scrapped the tradition of publicizing their first baby of the New Year due to patient safety and privacy concerns.
5. Click here to view the ad featuring Austin Joseph.
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