Philadelphia, PA, February 8, 2021 — Inspira Health, a leading nonprofit healthcare organization in New Jersey, has unveiled its latest integrated campaign, which joined the ranks of many highly anticipated commercial spots that aired during Sunday’s big game. Developed by Brownstein, one of the nation’s longest-running independent agencies, and produced by Alkemy X, a global creative studio, the regional spot showcases Inspira Health’s expert doctors and leading-edge DaVinci Surgical System engaged in a complex surgical performance: a classic game of Hasbro’s OPERATION.
In recent years, healthcare delivery has been transformed by new technologies that make complex surgeries possible through robotics and trained expert surgeons. As a healthcare organization focused on innovation and patient options, Inspira Health sought to inform its audience of options for top-of-the-line, minimally invasive surgery, emphasizing the precision, ease, and convenience of such procedures today.
In order to appeal to Inspira Health’s audience, and to fit within the culturally relevant and humorous nature of last weekend’s commercials, Brownstein’s creative team turned the intimidating prospect of surgery into a clever show of technical virtuosity and classic humor. The game of OPERATION serves as the canvas, where the DaVinci Surgical System, in the skilled hands of an Inspira Health physician, showcases her prowess and the potential of new robotics technologies. Brownstein’s concept and direction work at many levels: showcasing Inspira Health staff, technology, and facilities, while introducing tasteful, relatable, and lighthearted humor to a large regional audience expecting the best in advertising creativity. “When it comes to minimally invasive surgery, we don’t play around,” sums up the punchline at the end of the spot.
The spot was produced by creative studio Alkemy X and directed by Anthony Pellino, who worked closely with the Brownstein team to deliver all the traditional trappings of a healthcare ad with an unexpected twist. To infuse the precision and innovation of advanced medical robotics technology with the lighthearted nostalgia of a childhood board game, Alkemy X balanced cinematic lighting with the surgical robot’s buoyant movements and a larger-than-life game board. The production allows viewers to feel like they were dropped onto the OPERATION board with a front row seat to every precise move being made by the robot. The spot champions the surgeon and surgical technicians as the heroes they are, while personifying the robot to disarm the viewer from any lingering fears they associate with surgery.
Inspira Health’s latest commercial premiered during Sunday’s pre-game, and carried the healthcare provider’s message to a large regional audience. The spot will continue to run throughout the year, accompanied by social and interactive digital marketing.
“The Brownstein and Alkemy X teams delivered the ideal balance of humor, visual appeal, and targeted messaging,” said Kathy Scullin, Vice-President of Marketing and Public Relations at Inspira Health. “More importantly, the spot emphasizes our commitment to patient choice, physician expertise, and innovative healthcare technology.”
Brownstein is an independent advertising and public relations agency based in Philadelphia. Founded at the height of the Creative Revolution in 1964, we are one of the longest-running independent agencies in the country, offering expertise across brand strategy, advertising, public relations, social media, and digital services. We build unstoppable brands by helping clients navigate the changing tides of culture and business with a focus on brand longevity, and have worked with a range of companies including IKEA USA, Comcast Xfinity, DuPont™ Sorona®, TruGreen, The GIANT Company, ACI Speedpay, NJM Insurance Group, and Saint-Gobain North America. Brownstein is an Ad Age Small Agency of the Year, a PRNEWS Small Public Relations Firm of the Year finalist, and an inductee at Advertising Week’s Madison Avenue Walk of Fame.
About Alkemy X
Alkemy X makes things. Big things, small things, and all the things in between. We’re nimble when necessary, but with over 100 full-time staff and crew we can scale to meet the demands of any sized project.
We wear many hats and wield many different tools. We are artists and animators, producers and showrunners — writers, directors, and editors, oh my! We bring big ideas to life by working together in an end-to-end process that allows us to ideate, produce, and deliver faster (and better) than you ever thought possible.
With offices in NY, Philly, LA, and Amsterdam our team has a proven track record of working together to bring a unique approach to every project.
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