HEALTHCARE
The difficulty with healthcare advertising is you can’t sell it based policies you provide (the actual thing you are selling), threats of an illness or even the quality of healthcare you receive from your physician. You can’t even guarantee the peace of mind a consumer won’t go bankrupt in the event of an illness. There is no tangible difference between one healthcare provider and another. So what you’re left with? Branding. Creating a perceived difference. That’s advertising, folks!
FHP Healthcare had a tagline, “Your health partner, for life” that had built a lot of equity in the marketplace over the years. They did not want to walk away from it. We chose to put our focus on “for life” to make a human connection with our audience.
Life is measured in every breath you take. That breath is measured in seconds that turn into minutes, then into days. That was the basic premise of our campaign. Life happens every day. And FHP is here for it.
We shot the commercial in slow motion to emphasize each second of life. I hired a photojournalist, April Saul to shoot the campaign so the imagery would be authentic–real life. Even though the images were captured on set during the commercial shoot, she captured candid moments in between takes.
April Saul was later awarded a Pulitzer Prize in explanatory photography for her work at the Philadelphia Inquirer. Our FHP campaign won a GOLD LULU (Los Angeles Women’s Advertising Award) in the multi-media campaign category that same year.
This work was done at Ogilvy Los Angeles.
Pacific Care wanted to differentiate itself from other healthcare companies. The problem was they had no point of difference. Our assignment was to create a perceived point of difference. That’s advertising, folks!
This work was done at Ogilvy Los Angeles.
FHP
Outdoor
Broadcast