University Hospitals
The Challenge
The goal was to shift the perception that top-tier sports medicine is reserved solely for professional athletes. University Hospitals wanted to communicate that their advanced medical care and expertise are available to anyone who needs it, regardless of their level of play or athletic involvement.
Creative Strategy
The strategy involved leveraging University Hospitals’ strong ties with the Cleveland Browns and Cleveland Ballet while highlighting the universality of movement and injury across different sports and activities. To bring this concept to life, we proposed a unique approach: showcase the parallels between the athleticism required in professional football and the grace of ballet, later incorporating professional hockey with the Cleveland Monsters.
Execution
As the creative director, I developed the concept to visually connect the precision and intensity of a football player with the elegance and strength of a ballet dancer, demonstrating that whether you’re on the football field, the ballet stage, or the ice rink, the need for high-quality medical care is universal. The creative theme, “From Pee-Wee to Pro,” underscored that no matter where you are on your athletic journey, University Hospitals provides the same elite level of care.
Production:
- Television and Digital Spots: The commercials captured dynamic comparisons of movement, seamlessly transitioning between football players, ballet dancers, and hockey players. The use of slow-motion and powerful visuals highlighted the similarities in athletic demands, reinforcing the message that University Hospitals’ care bridges all levels of athletic performance. Watch the commercials here.
- Narrative Integration: The voiceover tied the visuals together, emphasizing the availability of the same high-quality care for everyone—from the aspiring pee-wee athlete to the seasoned professional.
Results
The campaign was a success, effectively altering perceptions and demonstrating that University Hospitals provides top-tier sports medicine accessible to all. The commercials resonated with a broad audience, leading to increased inquiries and awareness about the sports medicine services offered by University Hospitals. This approach not only strengthened the brand’s relationship with the community but also reinforced its position as a leader in comprehensive and inclusive healthcare.
This campaign highlighted the power of creative storytelling in healthcare marketing. By connecting the movements of diverse athletes and showcasing the breadth of University Hospitals’ expertise, we communicated a compelling message: the same level of care trusted by professional athletes is available to everyone. As the creative director, I ensured the execution was visually engaging and conceptually cohesive, delivering a powerful narrative that bridged the gap between the everyday athlete and the pros.