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Radio
Kaiser Permanente: Kaiser Permanente Thrive
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I wanted to pass along a new campaign created by Lowe Campbell Ewald for Kaiser Permanente, one of America’s leading health care providers and not-for-profit health plans.
The new multimillion-dollar campaign – the 10th season of the “Thrive” campaign – consists of TV, radio, print, outdoor and online banners. The new ads highlight the expertise of Kaiser Permanente physicians, emphasize the choice consumers have when selecting a personal physician and demonstrate the ease of accessing care. The two spots (“Hands ” and “What I Want”) are noteworthy, having been directed by husband and wife team Jonathan Dayton and Valerie Faris, who are known for directing the critically-acclaimed indie films “Little Miss Sunshine” and “Ruby Sparks.” The duo is also well known for directing commercials for big brands including VW, HP, Sony, GAP, Target, IKEA, Apple and ESPN. To view the full campaign, go to https://www.wetransfer.com/downloads/7ad77085c0a49fc0f4a0fd4eba8f311920130815193213/c4e8f4b835647745444933f0e3d91e2020130815193213/401b83 As the title suggests, the first spot focuses on something that’s simple and ordinary: “Hands.” Unless, of course, they’re the hands of Kaiser Permanente doctors. Then these hands become extraordinary tools that can heal, discover new ways to fight disease and, ultimately, save lives. “What I Want” explores the different options people want in a doctor, and explains that at Kaiser Permanente, members are free to choose the doctor that’s right for them.
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