Branded content studio HEVĒ has joined forces with SHRM (Society for Human Resource Management) to produce a 30-second commercial which reassures its members and the American workforce at large that the organization is here to support employees and companies as they operate through COVID-19.
Set in a virtual conference environment, the SHRM Navigating COVID-19 commercial begins with four US workers—all in different situations and from varying backgrounds—who explain the ways in which the global pandemic has upended their work lives.
SHRM President and CEO, Johnny C. Taylor, Jr., also joins the call and articulates that everyone has been affected by the current crisis, but we’re resilient. He also reassures viewers that SHRM is working with CEOs, policy makers, HR professionals and workers across the globe to navigate these times.
In a strategic move that symbolizes we’re all in this together, a large group of workers appear on the call as Taylor speaks, and the commercial comes to a close.
The spot was entirely self-shot from actors’ homes, using smartphones and digital conferencing technology.
It is airing on a variety of networks including Fox News, Fox Business, CNBC, ABC and CNN, and can be viewed across SHRM’s social platforms.
“COVID-19 has forced organizations to reflect on their strategies and operations, leaving people from every industry looking for guidance on getting through this and back to work,” said Jeaneen Andrews-Feldman, Chief Marketing and Experience Officer of SHRM. “By shooting the commercial via webcam, the spot nods to our new normal and authentically reminds our remote workers that they’re not alone. SHRM is here to help them navigate this new world of work with the latest research and resources on our new, COVID-19 microsite.”
Chris Hercik, CEO at HEVĒ adds: “In these uncertain times, consumers are looking to brands and organizations to show them the way. HEVĒ is helping SHRM take it one step further by offering tactical, hands-on guidance and resources to help America’s workforce land back on its feet. I commend SHRM for providing a much-needed voice and for trusting us to produce the commercial completely remotely.
“It highlights that we really can—and must—continue to communicate with each other via virtual means. We all thrive on experiences, and while we can’t engage with one another face-to-face for now, digital helps us fill that all-important void.”Watch the ad here.
About HEVĒ
Established in 2019, HEVĒ, a wholly owned subsidiary of INVNT, is a new kind of weapon on the battlefield for consumer attention. The studio’s seasoned creators, strategists, innovators and producers craft narrative-led, innovation-inspired, data fueled ‘Performance Content,’ for globally renowned brands, all underpinned by the very latest in data and predictive analytics. Long and short: big, beautiful, human, brand stories that resonate where they need to, and carry the kind of weight that leaves long-lasting consumer and brand connections. Visit www.hevestudios.com
About SHRM
SHRM, the Society for Human Resource Management, creates better workplaces where employers and employees thrive together. As the voice of all things work, workers and the workplace, SHRM is the foremost expert, convener and thought leader on issues impacting today’s evolving workplaces. With 300,000+ HR and business executive members in 165 countries, SHRM impacts the lives of more than 115 million workers and families globally. Learn more at SHRM.org/futurework and on Twitter @SHRM.
