This commercial is disturbing.
While I can see where Johnson & Johnson are going with this ad, the message of the commercial comes out wrong. I totally get the “caring” aspect of the advertisement and I personally feel hospice nurses and volunteers are heroes.
Heroes.
However, in addition to showing how much the nurse cares about her patient, we are seeing a patient who is trying to gently tell her hospice nurse that she (the patient) is ready to go. The commercial comes across as a nurse attempting to extend the life of a patient in hospice care, which is not what hospice is about.
I know the people in the commercial are actors but think about the story for a moment. An elderly woman who apparently has been under the care of a nurse for quite some time tells her of a story from her homeland. A story where those close to death prefer a window be left open so their souls can freely depart.
Rather than listening to the story, the nurse simply heard the words spoken and closed the window. Totally missing the point of the conversation.
Perhaps the patient should have been more direct in voicing her desires rather than hinting. But look at her! She brings memories of my own grandmother to mind. Granted it has been almost two decades since my grandmother died but I remember her well. I remember a woman who would not directly say anything on “touchy” subject but would rather hint about her desires and opinions.
I like the idea of a commercial aimed at recruiting more nurses into the hospice program, but I think Johnson & Johnson went about it the wrong way.
A "must read" book!
If you are interested in an excellent book about patients and nurses in the hospice program, I cannot recommend highly enough Final Gifts by Maggie Callanan and Patricia Kelley.
I am a firm believer that a person knows when their time is up unless they die under tragic or traumatic circumstances (i.e., car accident, murder, war, etc.) and reading this book only reinforced my belief.
Hopefully viewers moved by the commercial who decide to embark on a rewarding career as a hospice nurse (or volunteer) understand that hospice is not designed to cure disease or prolong life, but to provide comfort and care to those who are dying.
So “good job” to Johnson & Johnson for bringing hospice care to the attention of millions of viewers. “Bad job” on the impression left on viewers, like me.
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