“We are doing
what’s never been done,” declares a new ad campaign from Mayo Clinic. “Health
care will never be the same.”
That spirit of innovation seems to extend even to Mayo Clinic’s in-house ad agency, a year-and-three-month-old shop that has used “entirely new
production techniques” in its first-ever campaign, Mayo Clinic executive creative director Wes Weleczki tells Marketing Daily.
The campaign’s three striking commercials,
each in :30 and:60 versions, were produced for Mayo Clinic by 1stAveMachine and directed by Espadaysantacruz .
“The technologies shown in our spots are visual representations of the
kinds of innovation we use with our patients every day in our hospitals,” says Weleczki. “Our creative and production teams worked collaboratively to bring each transformation scene to
life physically, and not just through computer-generated images.”
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One spot, for example, shows the word
“untreatable” rendered in neon glass that looks like surgical tubing. Then, by using an “intricate plumbing system,” the “un” part of the word fades out as the
creators control the flow of the blue liquid, as well as the size and pace of bubbles moving through the letters.
In another spot, the
producers built an adjustable magnetic table that first spells out the word “undefinable” in liquid ferrofluid, but then loses the “un” part.
Other transformations in
this campaign, which is titled “Transforming Health Care,” show visual transformations of seven other words losing their “un”: unsolvable, unanswerable, unconquerable,
uncurable, unfixable, unpredictable and undetectable.
Unlike Mayo Clinic’s previous campaign, “The Power of Answers,” which featured the voice of Viola Davis, the new commercials allow the visuals
to do all the talking.
The spots are airing nationally as part of Mayo Clinic’s PGA golf sponsorship, and via local TV and OTT in Minnesota, Arizona and Florida – the three states
that house Mayo Clinic facilities.
The campaign also includes digital and social extensions.