Park Pictures’ Seb Edwards and Montefiore Einstein Pay Homage to the Bronx in Olympic Breakdancing Spot

As breakdancing gets its moment in the world’s spotlight debuting as an Olympic sport in Paris, a hospital in the Bronx is flashing back to its hardscrabble origins with a new ad.

“Spot it Early,” Montefiore Einstein’s message about early cancer detection, has a parallel in the emerging art form and its performers—early detection, in sports or with cancer, leads to better outcomes. Montefiore Einstein touts a reputation as a top cancer-care hospital, calling itself “the official sponsor of spotting it early.”

The ad from agency Mirimar is set to make its broadcast debut during NBC’s live coverage of today’s Olympic opening ceremony and again in NBC’s primetime broadcast, with 60- and 30-second versions in rotation throughout the 2024 Games.

Flashing back to the late 1970s and early 1980s, the spot tells the story of how a boy named Reece saw his South Bronx neighborhood transformed through breaking, and how as a grown-up today, he can continue to influence the sport by spotting young talent. The extended online version is shown here.

The connection between Montefiore and breakdancing was fairly straightforward—both proudly hail from the New York City borough of the Bronx. But it was insight around the long journey athletes make to the Olympics—and the related value of spotting their talent early—that connected the message, according to John McKelvey, co-founder and chief creative officer of Mirimar.

Head to Ad Age for more on “Spot it Early” directed by Park Pictures’ Seb Edwards.