American Family Care (AFC): "Healthy"

To mark American Family Care (AFC) celebrating their 40th anniversary, they’ve launched a national brand-awareness campaign created by full-service marketing and advertising firm Intermark Group.

“Caring for American Families for Generations” is running via a broad, national media mix. AFC is also targeting people through social media, in-clinic monitors, and paid web placement.

The three 30-second spots, “Family,” “Generations,” and “Healthy,” will run through February.

The goal is to drive awareness of the accessible healthcare facilities. Each spot highlights unique services and targets a slightly different audience. One shows a young girl visiting the center and continues to monitor her returning for checkups and tests until she reaches high school age. Another is all about mom, who in this case is a bit of a klutz. A simple walk through the kitchen results in several injuries that AFC diagnoses and treats in this comical ad. The third is broadly targeted and shows a range of people being treated. “Sniffles, colds, vaccinations, bruises and sprains,” it says. “Keeping you in great shape for over 40 years.”

The cutting-edge creative combines physical and virtual filmmaking techniques. Most of the filming took place in studio with sets replicating AFC exam rooms, affording the crew total control of lighting and shot design.

There was also the added efficiency of being able to change locations with the touch of a button. Using real-time 3D game engines, they created photorealistic sets, then displayed them on large LED walls behind physical sets using the real-time rendering capabilities of the game engines.

The benefits of this technology allowed the agency to pre-visualize all the environments portrayed in the commercials and to have total control of the final output. The net effect is a beautiful end product in a realistic setting.

The creative ran in late 2022, with a second run beginning in January 2023 to reinforce the message. Additionally, the ads aim to convey that AFC is a healthcare authority with longevity.
Intermark began working with AFC on the project in April of 2022.

“American Family Care is a brand synonymous with healthcare in the industry, and we were tasked with showing how this generational company has led the industry over the past 40 years,” said Jake McKenzie, CEO of Intermark Group. “Our creative team has developed a campaign that shows the company’s longevity and the brevity of their footprint in healthcare. We are happy to bring more awareness of how this company has been keeping families healthy.”