• by Larissa Faw , February 3, 2017

Just in time to capture a bit of Super Bowl hoopla Lifespan the Rhode Island-based healthcare system is out with a new ad campaign, developed with agency Nail Communications. A spot will run locally during the game.

The creative captures everyday moments from the lives of Rhode Islanders-- unscripted moments of “real people” cleaning up a messy kitchen, playing with a joyful child in the sprinkler, moving furniture, laughing with friends, and so forth.

Over the course of several weeks, using a small crew, Nail gained access to dozens of Rhode Islanders and their families and unobtrusively filmed hours of their lives.

Over 18 different moments will be featured in a series of 15-second spots over the coming months in Rhode Island and southern Massachusetts. Ads will also be placed on local radio and TV, area buses and billboards, digital and social, as well as in regional versions of national publications, including Business Week, Bloomberg, Living Well.

The agency says the campaign is designed to reflect the true diversity of the millions of people who rely on Lifespan, which tries to help make the most of their lives.

"To find people, the filmmakers used Facebook and their social circles to ask if they could film people doing whatever it was that people were already doing. Then they used phone calls to determine which kind of activities they should shoot of that person, [like] moving, washing dishes, playing cards with friends, climbing trees," says Lizzi Weinberg, head of production, Nail.

"In most cases, they spent a few hours at each shoot, so what you see is only a sliver of the content.”

This is the healthcare provider’s first campaign in which the company isn’t promoting a certain service, such as orthopedics, cardio, etc. Instead, it is celebrating the broadest benefit to the community--having a “world-class” healthcare system.