R&D Delivers Lifelines for Hospital | Adweek R&D Delivers Lifelines for Hospital | Adweek
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R&D Delivers Lifelines for Hospital

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DALLAS R&D Thinktank explores the meaning of life in a new branding campaign for Medical City.

Three 30-second spots and one 60-second commercial breaking Monday—the first from R&D—feature sound bites from people of various ages and ethnicities sharing their thoughts on one of life's biggest mysteries. An older man says, "the search and the discovery," a young girl says, "love," and a teenager says, "I like watching kung foo movies and trying to figure out the moves," for example.

The spots close with the line "The meaning of life. Brought to you by the specialists at Medical City" and the hospital's redesigned logo and the names of specialties it offers before the new tag appears: "Specialists. In life." The musical accompaniment is "Life Is So Peculiar," sung by Louis Armstrong.

The hospital had not previously used a tagline in its advertising, which had mostly been done by various agencies on a project basis. "This is its first full-fledged positioning campaign," said shop principal Jan Deatherage.

The Dallas shop was charged with creating a campaign that would raise awareness of the 30-year-old hospital and its roster of medical specialists. The facility had been "pretty invisible," R&D principal and creative director Doug Rucker said. "We found out it's kind of like Dallas' best kept secret." The commercials also introduce the hospital's shortened name, Medical City, from Medical City Dallas Hospital.

Deatherage said the spots are intended to emotionally connect with viewers and show the hospital specializes in "helping others get back to the things they enjoy in their life."

The campaign, which also includes print, outdoor and radio, will run throughout North Texas over the next nine months. Spending was not disclosed.

Medical City is a 592-bed complex that includes the North Texas Hospital for Children.