KPC/Christopher Thomas Intros Hospital Ads

boston—KPC/Christopher Tho mas has unveiled a campaign for Tufts-New England Medical Center that features local sports stars Paul Pierce and Cam Neely.

In one 30-second TV spot, Pierce is shown shooting baskets with a group of children. A voiceover says: “It’s hard to believe that Celtics star Paul Pierce began last season with emergency sur gery—surgery that saved his life and changed it. In ways that Paul never imagined.” At the close of the spot, Pierce lifts up a little boy so he can shoot a basket.

In another spot, Neely plays street hockey with a group of kids. A voiceover says, “Bruins legend Cam Neely is taking on a very tough opponent. Cam and his fam ily are working with Tufts-New England Medical Center. Helping thousands fight cancer today.”

“We’re fortunate to have [well-known] personalities connected to the campaign and for their willingness to tell their stories,” said Rick Cram, vp, growth marketing at Boston’s KPC/Christopher Tho mas. “Their high profiles will help communicate the excellence of Tufts-New England Med ical Center.”

The ads use the line, “The best when you need it most.” KPC/Chris to pher Thomas created the positioning for the client in 1997, shortly after the agency added the account.

A print ad shows a smiling Pierce and the headline “In the final seconds, it comes down to skill and speed. Especially in the ER and OR.” Copy reads, “Paul Pierce found that out just a week before the start of training for the 2000 season. That’s when he underwent emergency surgery at Tufts-New England Medical Center. The technologically ad vanced surgery and team of skilled ex perts saved his life.”

In addition to TV, print and outdoor ads are also in the mix.

The Pierce spot will air first, ap pearing on several Boston network af filiates and cable stations, initially for a four-week flight. Print ads will run in local newspapers such as The Boston Globe and the Boston Herald. Spending is expected to be in the six-figure range.

The agency’s client roster in cludes the MetroWest Medical Center, added just two weeks ago.