Baltimore, MD — Right now ad lovers can’t get enough of Under Armour’s Michael Phelps tribute, but we’re looking at a couple of other spots that seem to have learn-worthy gems for healthcare in them – one of them part of the very same campaign.
Let’s start with our pick from Under Armour’s Rule Yourself: The U.S. Gymnastics team. It’s an anthem-like celebration of the amazing work its customers do while most of us are still sleeping.
Next, Prius: The Longest Chase. This brand is owning the biggest screens (movie theaters) and small screens with its entirely unexpected car chase and its addictive little touches of zeitgeisty cultural relevance (who takes an Uber from a bank robbery, anyway?)
Buick: 24 Hours of Happiness. You’ve seen this one, for sure. It’s a complete rethink of the test drive, without the prodding sales person, the fraction of a fraction of tank of gas, or the quick loop around the freeway. There are a thousand “why nots” that stand in the way of this experience and, yet, Buick made it happen.
Last one: Angie’s List’s Home Is Where Our Heart Is. Imagine being a paid-subscription review site in an era when consumer reviews are free almost everywhere. Ouch. Angie’s List’s latest campaign tries to translate its history into a modern day guarantee.
Why they matter:
Together these spots point to a range of new thinking that pharma brands can leverage to deliver right-now relevance across media. Here are a few of our top takeaways:
- Gymnasts are great, but if any industry has customers to celebrate, it’s this one. Where are our heroic stories?
- When ads go from content that interrupts to content people want to spend time with, they have to be flexible in length and content design. All the vignettes in the Prius spot are great examples of earning time with mini stories.
- The buying experience is the product. Make it great and advertise it.
- Commitment beats commodity. And, heritage can launch an entirely new story.