Meet Austin Joseph. He was born just 36 seconds into 2016 and is the star of a new J W Thompson TV spot for Northwell Health that aired only a few hours later.
Austin's first moments in life, including precious first cuddles with mum, were captured in real-time at a New York hospital and quickly cut into the final TV commercial.
Austin was the first birth of the year at the Long Island Jewish Medical Centre, officially arriving 36 seconds past midnight (even though a clock indicates he was born near the stroke of midnight).
The advert cleverly uses the dawn of a new life to announce the rebrand of North Shore-NIJ Health System to Northwell Health.
It is the health service's first branding campaign for five years and one that Austin Joseph and his family are unlikely to forget.
