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Health advertising campaigns by Kaiser Permanente

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Kaiser Permanente Continues to Spread Health With New Health Advertising Campaigns

Thrivecampaign reflects diverse communities; focuses on health advocacy and quality

Kaiser Permanente is adding two new television commercials to its Thrive advertising campaign this month. The 30-second ads, titled “Mural” and “Kabuki,” reinforce Kaiser Permanente’s commitment to the communities it serves, as well as the organization’s dedication to helping its members achieve total health.

Mural, the first of the health advertising campaigns

“Mural,” a bilingual commercial featuring Latin music, tells a story of young artists in an urban neighborhood who start with a polluted environment, and create a beautiful mural of a park with a farmers market and a soccer field, demonstrating how healthy environments play an instrumental role in total health and wellness. Using a technique that water-washes a stencil pattern onto a dirty wall, the patterned scene comes to life as the spot closes with the words, “Imagine Health. Kaiser Permanente. Viva Bien.”

Kabuki, the second of the health advertising campaigns

“Kabuki,” a musical-themed ad, showcases an actual Kaiser Permanente health team and employs techniques derived from the ancient art form of Kabuki, a type of Japanese dance-drama. The “Kabuki” spot includes two Southern California doctors, Bob Sallis, MD, and Tad Funahashi, MD, along with Daniella Gerber, education and research clerk, Jim Warmington, pharmacy services manager, Lynn Owens, RN, and Norma Aguilar, medical assistant. The overarching Thrive message is, “You and your Kaiser Permanente team. Together, you rock.”

“‘Mural’ and ‘Kabuki’ continue to expand on Kaiser Permanente’s message of total health,” said Debbie Cantu, vice president of brand marketing and advertising for Kaiser Permanente. “With ‘Mural’ we showcase the importance of community partnerships to create healthier communities and with ‘Kabuki,’ we highlight the benefits of an integrated health care system, where all caregivers are connected with each other as well as with patients. We are proud to emphasize our commitment to healthier communities and comprehensive, coordinated care to promote a culture of wellness–Kaiser Permanente’s point of differentiation.”

The $50-million, multi-year Thrive Campaign was created in partnership with Warren, Michigan-based advertising agency Campbell-Ewald, which has worked with Kaiser Permanente since the rollout of the first Thrive ads in 2004, and its sister agency Accentmarketing, headquartered in Miami, which specializes in the Hispanic market.

“The most interesting aspect of the ‘Kabuki’ spot is the real Kaiser Permanente medical professionals who perform the Kabuki dance in the finale,” said Campbell-Ewald Agency Creative Director, Neville Anderson. “Just as in real life, you can count on every member of the Kaiser Permanente team to work in unison to provide completely integrated care for each patient.”

“Kabuki” will run in California, Oregon/Washington, Colorado (Southern),Hawaii and Georgia. “Mural” will be shown in California,Oregon/Washington and Colorado (Denver).

Source: Red Orbit

Ad Age Hispanic Advertising Awards intro [video]

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2007 Ad Age Hispanic Advertising Awards – Bumpers video

Emotions experienced while watching this ad are diverse, but it definitely keeps you engaged. The message, or at least my interpretation of the message, is that most media is dead when reaching Hispanics or maybe that you really have to know what makes the market “happy” in order to reach it.

Client: Ad Age Hispanic Advertising Awards
Agency: Dieste Harmel & Partners, San Francisco
Executive Creative Director: Carlos Tourne
Senior Creative Director: Raymundo Valdez
Senior Copywriter: Alex Toedtli
Art Director: Eduardo Cintron
Agency Producer: Angel LaRiva
Production Company: Radium
Director: Brady Baltezore
Producer: Tim Pries
Music/Sound Design: The Lodge

Please, feel free to send feedback! and enjoy!

Making of the commercial Toyota Highlander

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I wanted to share the making of a 2007 commercial for the Puerto Rican market. The shoot took place in a city far, far away – in my beloved Buenos Aires.

Producer: Landia
Dir : Karina Minujin / Maxi Blanco
Asist de Dir :Ezequiel Avaro
Jefe Prod. : Guada Tellado
D.F. : Marcelo Camorino
Dir de Arte : Natalia Grosso

The main message is about changes and how we adapt to things, in this case how the Toyota Highlander adapts to us. And this is how it plays in Puerto Rico.

The Toyota Highlander commercial

First, watch the commercial:

Making of the commercial Toyota Highlander

Now, the making of the commercial for Toyota Highlander with the polar bear animatronics head:

First-Ever Hispanic Marketing Effort by Ryan’s Grill Buffet and Bakery

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Ryan’s(R) Grill Buffet and Bakery, a 225-store unit of Buffets, Inc., the nation’s largest steak-buffet restaurant company, today announced the launch of the brand’s first system-wide marketing effort. The integrated campaign was created by their marketing agency of record and features original music and a proprietary jingle.

The integrated Hispanic marketing effort is part of Ryan’s system-wide branding effort to help re-define and distinguish the casual dining chain’s unique brand personality and restaurant experience. Television (:30 and :15) and radio (:30) spots will run beginning in July. Ads feature “Whadja Get?,” an original song that defines the Ryan’s buffet experience. The Hispanic marketing effort will also include digital, direct, in-store, and a proprietary scratch card game. The campaign will also include Hispanic versions of key elements. Ryan’s will also launch an employee marketing effort that features ring tones, screensavers, videos, and musical greeting cards.

“This campaign gives a distinct brand voice to the Ryan’s restaurant experience,” said Mike Andrews, chief executive officer of Buffets, Inc. “It celebrates both the emotional and functional benefits of Ryan’s unique platform in a way that will resonate with our customers. The spirit of Ryan’s personality is expressed in every vertical element of this campaign.”

The Hispanic Marketing Effort

“We set out to create a brand strategy and an integrated marketing program that differentiates Ryan’s and conveys their commitment to providing high quality, freshly made meals for the entire family,” said the agency’s managing partner. “This campaign will engage consumers at multiple touch points and make them want to be a part of the terrific Ryan’s experience.”
Source: Red Orbit

The Hispanic got milk? Campaign

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The Hispanic got milk? Drink Well. Live Well. Tour Promotes the Milk Looks Good on You Sweepstakes During its Stop in Chicago

The Hispanic got milk? Campaign - la leche te queda bien

The Hispanic got milk? Campaign – la leche te queda bien

The Hispanic got milk? Milk Mustache Mobile Tour visited Chicago as part of its 75 city tour, including the top 10 Hispanic cities, to reintroduce Hispanics to this nutrient powerhouse and its array of benefits. The tour recently cruised through Chicago hosting free events to encourage local residents to not only live well, but to drink well with nature’s wellness drink: milk.

Learning with Milk... Blanca Jara learns the importance of incorporating milk into her daily diet at the got milk? Drink Well. Live Well. tour event in the Thompson Center. This initiative reinforces that milk, at about 25 cents a glass, provides you with 9 essential nutrients like calcium and Vitamin D -- plus it is one of the most economical sources of protein.

Learning with Milk… Blanca Jara learns the importance of incorporating milk into her daily diet at the got milk? Drink Well. Live Well. tour event in the Thompson Center. This initiative reinforces that milk, at about 25 cents a glass, provides you with 9 essential nutrients like calcium and Vitamin D — plus it is one of the most economical sources of protein.

At the events, Hispanic mothers were given the opportunity to enter the Milk Looks Good on You sweepstakes and win an original dress by Carolina Herrera, a free paid vacation for two to New York City for 3 nights and $500 for expenses.

Check us out at http://www.eligeleche.com to learn more about the Drink Well. Live Well. campaign and the Milk Looks Good on You sweepstakes.

 

The Hispanic got milk? Campaign - New faces of Wellness... The Ugarte sisters rock milk mustaches after tasting delicious milk from local processors. Older sister, Katherine, sets the example for her younger sister, Stephanie, to drink 3 glasses of low fat or fat free milk a day, as it helps build strong bones and achieve overall wellness.

The Hispanic got milk? Campaign – New faces of Wellness… The Ugarte sisters rock milk mustaches after tasting delicious milk from local processors. Older sister, Katherine, sets the example for her younger sister, Stephanie, to drink 3 glasses of low fat or fat free milk a day, as it helps build strong bones and achieve overall wellness.

The Milk Processor Education Program (MilkPEP), Washington, D.C., is funded by the nation’s milk processors, who are committed to increasing fluid milk consumption. The MilkPEP Board runs the national Milk Mustache “got milk?” Campaign, a multi-faceted campaign designed to educate consumers about the health benefits of milk. For more information, go to http://www.whymilk.com. The tagline “got milk?”(R) was created for the California Milk Processor Board by Goodby Silverstein & Partners and is licensed by the national milk processor and dairy producer groups.
Source: HispanicPR Wire