That was our challenge as we prepared to produce four new TV commercials for GW Hospital. These would include one branding and three service line commercials.
We started the process with certain givens:
- The spots must differentiate GW Hospital in the marketplace.
- The spots must evoke tremendous pride.
- The spots must connect not only with people living in the DC metro area, but also in neighboring communities.
- The spots must connect with GW Hospital staff.
- The spots must reflect a historical connection to the city. And let’s face it, our founding father George Washington!
- And oh, yeah…the spots must deliver results: change referral patterns and increase market share.
It was essential that the Branding spot connected seamlessly with the service line commercials: Brain, Cardiac and Single Site Surgery. We developed and then tossed out a string of possible concepts that at one point had us semi-seriously discussing a 007 tie-in. [This proves a creative mind can take you anywhere, even down a wrong road or two!] In the end, we reverted to our original concept, in which we determined that GW Hospital is centered at the heart of the nation’s capital and is a vital part of Washington DC’s history; its past, present and future.
The connection begins with our nation’s founding father George Washington. His name is GW’s birthright: The George Washington University Hospital after all. No other area hospital can lay claim to that. Additionally, we decided to play the city connection—the monuments, the electricity, the vibrant community.
There was just one BIG problem. We were going to shoot these spots in February. Grey skies. Bare trees. Bundled up pedestrians. Possible snow! What to do?
The Contrast Creative team developed the idea of shooting the spots in the optimistic glow of sunrise or in the evening when the city shimmers and comes alive in the brushstroke of brilliant twinkling lights. Problem solved. [Although I must say, it is mighty frigid in February after dark!]
Branding Concept: “Defining Medicine”
The branding commercial “Defining Medicine” opens with a distinctive time-lapsed view of the city at night and transitions to the glistening exterior of GW Hospital. The narrator begins, “In one of the world’s most powerful cities, one hospital stands strong—The George Washington University Hospital.” This opening line centers GW Hospital at the core of this powerful historic city. Right away, there is a sense of tremendous pride and respect. It is clear that GW Hospital is thoroughly connected to this place and the patients it serves.
It was decided that while history would factor into the spot, the focus would be most weighted toward the now and later. So while President Reagan’s 1981 assassination attempt and life-saving efforts by GW Hospital staff would be highlighted, the news footage included in the spot would be brief—yet meaningful. It would be a reminder to everyone about GW Hospital’s historic role in the health of this community.
It was also decided that the spot would not be DC-centric. It embraces the community-at-large, including patients who reside in Virginia and Maryland. The branding spot’s goal was to welcome all people to a hospital that is “solving complex medical problems…perfecting innovative surgery…delivering the future.”
This “Destination” commercial features the advanced research and innovative technology being used right now in GW’s operating suites. The Stealth S7 is a surgical navigation system with advanced GPS-like technology. We played with the notion of navigation as we developed the concept.
The spot opens in downtown DC with a stylized evening time-lapsed driving shot shot on Pennsylvania Avenue. A vibrant streak effect was created by the flickering red and white lights from passing cars and street lights. The U.S. Capitol building is encased in a cloak of majestic lights.
A GPS voice gives directions as the voice announcer begins to speak. “What defines you?” A man looks into his rearview mirror and catches a glimpse of his sleeping child. The narrator continues with “memories, moments, love.”
What is this? People will wonder.
And they’ll be surprised, as the GPS roadway transforms into the intricate roadway within our brain and then transitions into stylized surgical images with fresh perspectives and angles adding a wow factor. At the end of the spot, the GPS’s female voice returns with “You’ve reached your destination.” And closes with our tag: GW Hospital. Defining Medicine.
Heart disease is the leading cause of death for men and women. Cardiac surgeons at GW are using Transradial Cardiac Catheterization to access the heart through the wrist. When we thought about the wrist, we thought about time. Time is everything when it comes to having a heart attack or stroke. It can strike at any moment, and a timely intervention is the difference between life and death. Given this, and our plan to connect all the spots with our tie to DC, we envisioned clocks. And DC has a lot of them.
The “Time” spot begins with a breathtaking HD image of the Old Post Office clock on Pennsylvania Avenue. More stylized images of distinctive DC area clock faces follow. The spot then transitions to time-lapsed Metro images with dramatic streak effects. These visuals are followed by DC commuters rushing up the Metro steps as a woman stops to check her wristwatch.
What is this? People will wonder.
And they’ll be surprised, as we shift into GW Hospital’s advanced Cardiac Catheterization Laboratory, led by Dr. Jonathon Reiner. A heart is being accessed through a small artery in the wrist. How cool is that? And the tag line proclaims. GW Hospital. Defining Medicine.
Single Site Surgery Concept: “Vision”
The “Vision” spot features the achievement of performing certain surgeries through a tiny single incision in the belly button. In keeping with our DC theme, the spot stars great American leaders: Thomas Jefferson. Abraham Lincoln. George Washington. These individuals define knowledge, passion and vision.
The spot opens in golden light with memorial images of these men. The last shot features George Washington’s eyes. His vision.
What is this? People will wonder.
And they’ll be surprised, as Washington’s eyes become the eyes of a GW Hospital surgeon whose own knowledge, passion and vision (and that of all GW Hospital medical professionals) make it possible to deliver the best surgical techniques and innovations to the DC community. GW Hospital. Defining Medicine.
Concept to Final Creation
Each 30-second commercial was carefully conceived and crafted by the creative teams at GW Hospital and Contrast Creative over many months of planning in a persistent earnest quest to achieve the extraordinary. Every element—the concepting, copywriting, production planning, photography, narration, custom music scores and post-production—is distinctive. There are no other hospital commercials like them in the marketplace (or dare we suggest anywhere).
Four commercials. 120 seconds. These will forever tie GW Hospital to our nation’s most powerful city like no other hospital in the area.
We believe they’ll serve as a turning point in GW’s marketing effort, but even more than this, we hope the community will recognize the benefit of receiving patient care at GW Hospital and wear it like a badge of honor. We also designed the commercials to celebrate GW Hospital’s doctors, nurses, techs…every GW staff member who strives to be the best and provide the best patient care 24/7.
From concept to final creation, it has been a journey marked by lows, highs and everything in between. It is our greatest hope that these commercials not only make a lasting impact and deliver results, but also lift the hospital’s powerful brand message and send it rightfully soaring.
GW Hospital. Defining Medicine.
Join us as we share GW Hospital’s new 2013 TV Campaign. And learn more about the production in corresponding blog posts presented by the producers, director, storyboard artist and music composer whose unrelenting passion for the project helped make it all possible.