CHICAGO Campbell-Ewald uses the University of Michigan's fight song, song, "Victors," to tout the University of Michigan Health System in a new marketing and fundraising campaign.
The effort from the Interpublic Group agency includes television, radio and print. One TV spot opens with shots of a 4-year-old playing in a bathtub. With a new orchestration of the song as a soundtrack, the ad shows doctors and patients in a montage as onscreen text highlights key lyrics such as "Hail to the victors valiant" and "Hail to the conquering heroes." "The triumphs are not in research alone. Nor in the hands of a single doctor, but rather in the rewards realized from working together," says a voiceover. The tagline: "The Michigan difference."
"Even away from the playing field, 'Victors' magically captures Michigan's spirit," said Dave Brudon, UMHS director of marketing, in a statement. "There may be no truer or more powerful symbol of 'conquering heroes' than the people who embody University of Michigan Health System."
The campaign is the first phase of a three-year effort from the agency that is set to run in Ann Arbor, Southeastern and Northern Michigan as well as other national markets.
The UMHS includes the University of Michigan Medical School and its Facility Group Practice, three hospitals, and several health centers and outpatient clinics. Spending on the effort was not disclosed.
The Warren, Mich., shop won the account in April after a two-month review that included four other undisclosed agencies.