BUFFALO, N.Y. — Roswell Park Comprehensive Cancer Center is spotlighting our 2024 Super Bowl MVPs — the Most Valuable Pups who are considered the “goodest boys and girls” by patients and staff alike. The cancer center is debuting “Tails of Hope,” a local television commercial featuring its therapy dog program, airing in the Buffalo market during the big game on Sunday, February 11.
Roswell Park therapy dogs have been a staple at the cancer center since 2006, providing a dose of happiness to those who need it most. Inspired by the pups’ steadfast love and willingness to accept belly rubs, Roswell Park’s Emmy-award winning marketing team wagged its tails at the chance to produce their ninth annual regional Super Bowl ad and highlight just how much joy these fluffy and furry companions bring to all they encounter.
The commercial opens as if viewers are walking through Roswell Park as a therapy dog — they just don’t know it yet. Narration of patient visits, families finding comfort and a peek into the research labs all come into view before the plot twist is revealed … and golden retriever Hawk makes his on-screen debut. Celebrating victories of all sizes and earning a hug from one of our youngest patients, the narrator — as Hawk — says, “They call me a therapy dog, but I think I’m just a lucky boy.”
“Seeing a dog in a hospital and petting or hugging a dog can make such a difference in your day. The moment you’re around an animal, that not only take your minds off things, it puts you in a relaxed state. I’m so thankful our organization recognizes just how beneficial this program is for our patients, their loved ones, and our staff,” says Nicole Gerber, PhD, co-creator of the therapy dog program and Occupational and Environmental Safety Program Manager at Roswell Park. Her beloved English setter Monty, who often made weekly rounds, is forever memorialized as a…
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