We’ve written before about the Middlesex Hospital, Common Thread, TV spot. You’ve heard me talk about how tradition embraces modern technology and infuses both with humanity. All of which is the essence and simple truth of this campaign.
Over the year since the ad first aired the spot was entered into a number of award shows. One after another the spot and it’s online media adjuncts won or placed each time. However, it’s not often that you get to hear exactly what the judges think of your work but just this one time we did.
The quote here comes from, Jason Carreiro, speaking for the judges of the 2013 Connecticut Art Directors Club Awards.
Hospital and healthcare advertising tends to be fairly predictable — smiling patients and doctors in pristine hospital rooms with a reassuring voice-over and a tasteful piano soundtrack. The Middlesex Hospital TV spot surprised me with it’s bold execution. The beautiful, high-contrast animation and swirling, vibrant colors have an immediate wow-factor that forces the viewer to sit up and take notice.
The campaign narrative, The Smarter Choice for Care, speaks to the fact that Middlesex Hospital does things differently — embracing new technologies and ways of thinking about medicine and patient care. The design execution supports that claim perfectly. The spot is a wonderful example of how a creative execution can really make a concept sing.
Common Thread took the Connecticut Art Directors Club, Judges Award, plus three more Gold awards. Later that same year the commercial took three Gold Awards at the Advertising Club of Connecticut and was a finalist in the 2013 Global Awards. All of which made our hearts sing at a job well done.