• by Les Luchter , December 19, 2023

Benny, age 101, wants “to get a new bachelor pad” in the new year.

Margaret, also 101, wants “to see more of the world.”

“I should smile more,” says Angie, 103.

They and five other centenarians share their New Year’s resolutions in a :30 spot from Northwell Health that debuted Monday and will run through mid-January as part of what the New York healthcare provider calls an “inspirational” campaign.

“What’s your resolution?” the spot asks at the end, as one of the centenarians says, “Northwell. Raise Health.”

The final two words hark back to Northwell’s “Raise Health” motto – a play on “Raise Hell” -- which debuted mid-pandemic in 2021 “with the purpose of providing better health for all.”

Northwell tells Marketing Daily that “Raise Health” represents the “DNA of the Northwell brand” and “an expression of our dedication and commitment to the communities we serve.”

“Raising health goes beyond providing care,” explains a Northwell webpage. “It’s raising communities. Standing up to societal ills. And raising expectations of what health can be.”

In this case, those expectations encompass giving “those we serve the opportunity to make another resolution year after year after year,” per a statement from Northwell deputy chief marketing officer Joe Leston. “We have a unique responsibility in healthcare to support people in living the longest, fullest lives they can.”

Scott Goodson, founder of Northwell’s agency Strawberry Frog, concurs. “The centenarians don’t just celebrate their wonderful age, they’re planning on living for many years to come, despite age,” he says in a statement.

Countering what Goodson calls an eyeball-assaulting holiday time filled with ads “pushing products, hawking toys and sweaters across tv screens and TikTok channels,” the new Northwell spot targets 25- to 54 year-olds via local buys on key holiday programming – including ABC’s “New Year’s Rockin’ Eve.” Other broadcast and cable placements include ABC News, CBS News, “Today,” News12, “60 Minutes,” Hallmark Channel, “Jeopardy” and “Family Feud.”

In addition to the TV spot, which was directed by Steve Mapp of Fancy Content, the campaign includes print ads in The New York Times and Newsday.