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Best TV Advertising Campaign
Surprise reveal is at the heart of da Vinci “Masterpiece” campaign
Portrait subjects turn out to be patients whose surgeries were assisted by robotics.
When each of the four television commercials that comprise the “Lakeland da Vinci Masterpiece” campaign begins, viewers believe they are watching an artist paint a portrait of a subject sitting for the session. As the camera pulls back, however, we discover that the “artist” is the robotic da Vinci Surgical System, which is being operated remotely. For an entertaining and informative series, Lakeland Health has won first place in the “Best TV Advertising Campaign” category of PR Daily’s 2015 Video Awards.
Lakeland Health was the first facility in its region—and only the second in the state of Michigan—to acquire the newest model da Vinci robot; the TV campaign was designed to raise awareness of Lakeland’s capabilities. Each of three 30-second spots is essentially identical to the other, but features a different patient; a fourth 60-second spot includes all three patients.
The commercials compare the precision strokes of a master artist to the tiny incisions made possible by the da Vinci system, as well as the doctor’s ability to see the surgical site more clearly and perform more complex surgeries. Patients whose surgeries were performed using the alternative to conventional laparoscopic techniques were left with little visible evidence, unlike the scars that remain after most surgeries.
Congratulations to Megan Yore, chief communications officer and director of marketing; Christopher Johnson, video production specialist; Jessica Hines, communications specialist; and Ryan Sebrechts, creative specialist.