Kathryn Bigelow, one of the best action directors in the world who made Near Dark, Point Break, The Hurt Locker, Zero Dark Thirty, and the underrated Detroit, has directed Mask Up America, a series of TV advertisements encouraging people to wear a mask to combat the spread of COVID-19.
As Deadline reports, the advertisements are for "Mask Up America", a campaign launched by New York Governor Andrew M. Cuomo to urge all Americans to wear a mask while in public to help stop the spread of the coronavirus. Jane Rosenthal, producer and CEO of Tribeca Enterprises, produced the series of spots with Academy Award-winning director Kathryn Bigelow directing. Robert De Niro, Jamie Foxx, Morgan Freeman, John Leguizamo, Anthony Mackie, Rosie Perez, Ellen Pompeo, and Jeffrey Wright contributed their voices and talent to promote the message and increase awareness.
"New Yorkers suffered gravely when this pandemic hit our state and as we see other states battle the surge of COVID-19, we want to be sure all Americans know what we know here – that it is essential to wear a mask in order to protect one another," Cuomo said. "We can only beat this virus if we are united as one, not divided by ideology or politics. In that spirit we worked with the best and most creative team to deliver this vital message in multiple ways and in different voices – I wear a mask to protect you and you wear a mask to protect me. It is simple as that. Mask Up America."
The eight 30-second TV spots, which will be rolled out through July, include:
- "You Have My Respect"
- "Join the Battle"
- "Come On, America"
- "For the Love Of"
- "An Easy Lift"
- "Face Facts"
- "It's Your Shift"
- "Show Some Love"
The first two advertisements are already available. "You Have My Respect", narrated by Morgan Freeman, and "An Easy Lift", featuring a voiceover by Jeffrey Wright.
Bigelow may be a great action director, but there are no chase scenes or gunfights here. These are Public Service Announcements, not Hollywood blockbusters.