The Dude, advised
In a personal account for AstraZeneca, Jeff Bridges describes his experiences with cancer, chemo, and COVID.
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Credits
powered by
- Agency Edelman/Los Angeles
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- Director Scott Cooper
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Credits
powered by
- Agency Edelman/Los Angeles
- Director Scott Cooper
- Group Creative Director Brian Wood
- Associate Creative Director/Copywriter Eric Yohnka
- Associate Design Director Stephanie Falaschetti
- Senior Art Director Cassidy Schultz
- Talent Jeff Bridges
- Creative Director/Copywriter Andy Hall
- Creative Director/Art Director Fritz Westenberger
- Creative Director/Copywriter Brett Dixon
- Creative Director/Art Director Bryan Lee
- Executive Producer Aldo Gagliardi
Credits
powered by
- Agency Edelman/Los Angeles
- Director Scott Cooper
- Group Creative Director Brian Wood
- Associate Creative Director/Copywriter Eric Yohnka
- Associate Design Director Stephanie Falaschetti
- Senior Art Director Cassidy Schultz
- Talent Jeff Bridges
- Creative Director/Copywriter Andy Hall
- Creative Director/Art Director Fritz Westenberger
- Creative Director/Copywriter Brett Dixon
- Creative Director/Art Director Bryan Lee
- Executive Producer Aldo Gagliardi
We're fairly sure that when Jeff Bridges, director Scott Cooper, and music guru T-Bone Burnett finished their collaboration on 2009 movie Crazy Heart, they didn't think that the next time they'd work together would be for a healthcare brand... but Covid does funny things to people.
In Up the Antibodies, a series of films for AstraZeneca, Academy Award-winner Bridges uses his personal experience with cancer, chemo, and COVID, to highlight the immunocompromised experience amid the ongoing evolution of the pandemic.
Created with agency Edelman, the campaign rings especially authentic to the actor's life and ethos, featuring such things as a guitar from his personal collection, gifted to him by Jackson Browne, and the location of the Botanical Gardens in Santa Barbara, a place where Bridges and his wife (and dog, Monty) love to take long walks.
