M-CARE Tends to Inner and Outer Selves

CHICAGO Copper gives life to people’s subconscious in a new campaign for M-CARE, the University of Michigan’s hospital network.

In two 30-second television spots from the Kalamazoo, Mich., agency, which broke last week, the campaign depicts how people must fight against their lazier inner selves to remain fit and healthy.

In one spot, a female prepares to jog, while her inner self—shown as a woman in poor shape—tries to talk her out of the healthy activity. “Why are we doing this? It’s cold out.