Atlanta agency Seed Factory takes a slightly different approach in a new spot for Navicent Health entitled “Kindness.”
Rather than focusing on doctors and medical technology, the 60-second spot focuses on human kindness and the difference it makes. Filmed in Atlanta by director Daniel Brown, the ad opens on a series of individuals who could use some help: kids disappointed to find no hoops at the basketball court, a girl with nowhere to sit at school lunch, a woman stuck on the side of the road with car trouble. Then scenes unfold showing how the people in each situation benefit from human kindness, delivering the messages “With kindness we all feel better” and “Imagine a place where kindness happens every day” leading into the tagline, “Everything about us is all about you.” The ad ties Navicent’s brand to the feel-good message, relying on emotion for an approach Seed Factory and Navicent hope is different enough for the category to be memorable.
Credits:
AGENCY: Seed Factory, Atlanta
CREATIVE DIRECTOR/ART: Mark Sorensen
CREATIVE DIRECTOR/COPY: Rick Ender
AGENCY PRODUCER: Janet Mason
PRODUCTION COMPANY: Workhouse Creative, Seattle, WA
EXECUTIVE PRODUCER: Keith Rivers
LINE PRODUCER: Matt Ackerman
DIRECTOR: Daniel Brown
DP: Randy Arnold
EDITOR: Sean Kusanagi
LICENSED MUSIC TRACK: “Nothing More” by Alternate Routes
CLIENT: Navicent Health
CEO: Dr. Ninfa Saunders
CMO: Cyndey Costello Busbee