New multimillion-dollar ad campaign for Kaiser Permanente comes to us from the agency Lowe Campbell Ewald – the 10th season of the “Thrive” campaign – consists of TV, radio, print, outdoor and online banners. The new ads highlight the expertise of Kaiser Permanente physicians, emphasize the choice consumers have when selecting a personal physician and demonstrate the ease of accessing care.
The two spots (“Hands ” and “What I Want”) are noteworthy, having been directed by husband and wife team Jonathan Dayton and Valerie Faris, who are known for directing the critically-acclaimed indie films “Little Miss Sunshine” and “Ruby Sparks.” The duo is also well known for directing commercials for big brands including VW, HP, Sony, GAP, Target, IKEA, Apple and ESPN.
As the title suggests, the first spot focuses on something that’s simple and ordinary: “Hands.” Unless, of course, they’re the hands of Kaiser Permanente doctors. Then these hands become extraordinary tools that can heal, discover new ways to fight disease and, ultimately, save lives.
"What I Want" (below) explores the different options people want in a doctor, and explains that at Kaiser Permanente, members are free to choose the doctor that’s right for them.
Credits:
Creative Ad Agency: Lowe Campbell Ewald
Chief Creative Officer: Mark Simon
Executive Creative Director: Jim DiPiazza
Art Director: Chip Kettering, Keith McLenon, Robin Todd, Meggie McArthur, Michael McCallum, Susie Campo
Copywriter: Mike Rushing, David Bierman, Michael Zadoorian, Pattie Breen, Jason Danielewicz, Jeff Perreca, Becca Loose
Designers: Eric Dominguez
Broadcast Producers: John Haggerty, Chris Robertson
Broadcast Business Mgmt/Talent: Kelly Maines, Susan Keeler-Perkins
Print Production/Art Buying: Renee O’Brien, Susan Osterrout, Tat Luneva-Evenchik
Digital: Amy Ruud, Gonzalo Enriquez
Solutions Planning: Jamie Lewis, Chris Marchegiani, Suzy Ghov
Media:
Tom Talbert
Karen Campbell
Jennifer Accad
Lee Gallagher
Jon Perez
Derek Padilla-Ravega
Jamie Snider
Amanda Goetz
President/Managing Director: Angela Zepeda
Account Director: Doug Ryan
Account Supervisors: Matt Clark, Tara Hitlin
Account Executives: MoShai Gibbs, Adam Wagner, Alyssa Tigue
TV PRODUCTION (CREDITS)
Production Company: Bob Industries
Director: Jonathan Dayton & Valerie Faris
Director of Photography: Linus Sandgren
Executive producer: Bart Lipton, TK Knowles, John O’Grady, Chuck Ryant
Editorial/Post FX House: Union Editorial
Editor: Jim Haywood
Executive Producer: Megan Dahlman
Transfer/Color: Co3
Editor: Dave Hussi
Audio Mix: Union Editorial
Mixer: Milos Zivkovic
