Kaiser Stresses Preventative Care

LOS ANGELES Kaiser Permanente stresses preventative care in new executions of Campbell-Ewald’s “Thrive” campaign.

The work breaks next week and includes a 30-second Saturday Night Fever parody with an elderly man in the John Travolta role showing off disco moves, shooting hoops and flirting with women. The aptly themed background music is a remake of the Bee Gee’s “Stayin’ Alive.”

Actress Allison Janney provides the voiceover: “We believe that by seeing you when you’re healthy, we can help keep you that way.”

A second spot, “Crowd Surfing,” shows a young man jumping into a mosh pit of healthcare professionals. “In health, as in life, being connected is a beautiful thing,” the narrator states. The spot ends with a visual play on rock concerts, as the crowd hold up lighted audiometers in place of cigarette lighters.

Spots close with the tagline, “Thrive.”

“One of the key messages, apart from ‘Staying Alive,’ is in the copy,” said C-E executive creative director Debbie Karnowsky of the first spot. “We’re taking on the notion of most people only going to the doctor when they are sick with the idea that we want to see you when you are healthy.”

Oakland, Calif.-based Kaiser spent $55 million on advertising in 2005 and $30 million through June 2006, according to Nielsen Monitor-Plus.

This is the third year of C-E’s work for the brand. “What you are seeing is that we are evolving the ‘Thrive’ campaign from things you can do for yourself to the idea of seeing you when you are healthy,” Karnowsky said.