Mintz Fashions TV Appeal for CCMC

BOSTON Mintz & Hoke has launched new TV work for Connecticut Children’s Medical Center.

A 30-second spot will run in the greater Hartford, Conn., area through May. The ad seeks to encourage donations by countering existing misconceptions and informing the public of the hospital’s nonprofit status. The effort was launched now in order to generate response before April tax deadlines.

The shop in Avon, Conn., said it tried to convey the facility’s “family-oriented experience and quality,” with images of children splashing in a swimming pool is one nod in that direction. The tagline is “Kids are great. We just make ’em better.”

This constitutes an expansion of the agency’s past work for the client, which has consisted mainly of Web site development.

Jim Lewis and Chris Knopf handled copy. Susan Poor was the producer. Teresa Wingert directed.

—Adweek staff report