See Moderna’s ad that shows it’s more than a COVID vaccine maker

TBWAChiatDay New York, Moderna’s global agency of record, created the ad alongside the creative studio Psyop, which helped produce the spot. It will air on broadcast and linear TV, as well as across online video ads and social media, for the next 12 weeks. Cronin declined to share the campaign’s level of ad spend.

Children were intentionally given prominent spots in many parts of the ad. “A child is open to the wonders of the world,” Cronin said, adding that some of the diseases Moderna studies impact children. 

Psychologically, looking at a child in an ad “brings joy” to the viewer, she said, adding that it  “brings you into the ad.” The goal was to look at mRNA science with the wonder of a child. 

“We want people to understand that we are a platform technology company, and that platform technology is based in mRNA,” Cronin explained. “We believe that mRNA can treat a number of diseases and prevent a number of diseases, and we believe COVID was just the start.”