Continuum Health Partners, a consortium of New York City-area hospitals, will introduce its first full-scale campaign via Berlin Cameron & Partners designed to reinforce the quality of care it offers.
The push includes nine understated TV spots shot by director Tony Kaye, and print ads. Budget is undisclosed.
One commercial features an extended image of a woman staring at her reflection in a dryer as her clothing tumbles in circles. Graphics appear on-screen in succession: "Wash. Dry. Fold." The spot then reveals the client's new tagline: "Life is good. Thanks to my breast cancer specialist." The Beth Israel Hospital name appears in a corner, then dissolves into "Continuum Health Partners."
All the spots have the same look and feel and carry the theme: "If
you ain't got your health, you ain't got nothing," said Simeon Roane, copywriter at the agency.
The "Life is good" tag replaces "We heal New York," the line used to introduce the consortium in a single spot last year. Other ads, which feature obstetricians, heart surgeons and pediatric neurosurgeons, focus on the depth and breadth of Continuum's staff, said agency art director Andrew Christou.
Continuum hopes to be as recognized as its members--Beth Israel Medical Center, St. Luke's-Roosevelt Hospital Center and Long Island College Hospital. "While everybody knows 'Beth Israel,' not everybody knows Continuum," Christou said.
Spots break May 1 on New York-area broadcast and cable channels.