• by Larissa Faw , March 11, 2015

Hospital advertising can be challenging, since an advertising platform is needed that engages 100% of the audience and not just those who are in need of immediate hospital care. 

Now, the NYU Langone Medical Center in New York, NY (NYULMC) and New York agency, Munn Rabot are launching a new brand awareness campaign that they believe will resonate with all New York residents.
The 60-second "Melting Pot" ad promotes the center's entire brand by featuring New Yorkers of different ethnicities and backgrounds traveling to Brooklyn to play soccer. The spot intentionally avoids a focus on any specific specialty, but rather outlines how NYULMC is bringing the highest levels of medicine to the diverse population of New York City. 

But two new "Everyday Athletics" TV ads support Orthopedics, the first in a series of service-specific spots. Orthopedics, one of NYULMC’s nationally recognized specialties, has been facing intense competition and this campaign is designed to heighten awareness of the acclaimed services to New Yorkers. Backed by the classic song "All Right Now" by the British rock band Free, the ad follows individuals as they navigate city life, such as "figure skating" through icy snow and "weight-lifting" by carrying heavy bags.

The "Everyday Athletes" spots were shot Birdman-style, in one continuous take, using the MoVI system by Believe Media's director, Antony Hoffman, known for high-profile projects including Fiat’s latest Super Bowl spot "Little Blue Pill" and Toyota’s spy-themed web serial "Only the Name Remains."

“By casting non-actors and not using lights, we were able to capture a street authenticity and a sense of the true immigrant melting pot that New Yorkers share and would recognize themselves in,” said Hoffman. That was very appealing to me.”

The “Melting Pot” ad can be viewed here and the “Everyday Athletes” spots can be seen here and here.

Reach is essential to success, the advertiser believes, and the campaign runs across local television, regional print, bus shelters, phone kiosks, bus sides and online vehicles. 

The medical center is also experimenting with non-traditional channels. Last year, NYULMC became one of the first medical facilities in New York City to purchase advertising space on New York City's transit system MetroCards. 

NYULMC has worked with Munn Rabot for a year and half.