• by Fern Siegel , June 2, 2026

Kaiser Permanente waited 25 years to roll out a new brand platform. Adding to that push is a new national campaign, “A Better Idea for Health Care.” 

Created by Droga5 New York, part of Accenture Song, four new spots feature soccer pro Son Heung-min of Los Angeles FC and the captain of the South Korean national team. Kaiser Permanente is also the Official Team Physicians of LAFC.

The cross-media campaign, by the directing duo The Sacred Egg, runs on TV, social, digital, audio and out-of-home.

The stop-motion animation positions KP as a health-care company in which physical, mental and social health are treated as interconnected. The idea is that consumers benefit from a more integrated approach, where doctors, nurses, insurance and pharmacies work together as one coordinated team.

Kevin Brady, executive creative director, Droga5 NY, said: “When you get the gift of advertising a product as unique as KP, and the opportunity to also work with an athlete as unique as Son, you cannot make work that looks and feels like anything we’ve seen in health care before. So, we shrunk Son, turned him into clay, recreated one of his classic plays — all while getting a few exams as he ran down the field. Piece of cake.”

The campaign dovetails with a larger brand/logo revamp for Kaiser Permanente that advocates its “Radically Advancing Health” mission.

Son Heung-min added: “Health is about more than just physical fitness. It’s about balance, discipline and taking care of yourself from the inside out. Kaiser Permanente lives by that same philosophy.”

Droga5 New York's client roster includes Bosch, Coors Light and Paramount+.