Independent hospital provider Spire Healthcare has launched its first ever TV campaign as it seeks to become the UK’s leading private hospital brand. The campaign is the first work developed in partnership with M&C Saatchi, which it appointed following a three-way competitive pitch last year.
“Doors” aims to build brand awareness and understanding of Spire Healthcare’s expertise.
Based on the idea that when something’s wrong with our health, it can be a constant unwanted presence in our everyday lives, the campaign looks to demonstrate that Spire Healthcare are there when you need them, so you can get back to the things that matter.
A 60-second spot, directed by Nick Davies at Sweet Shop, brings to life all the things that Spire patients have been able to get back to thanks to the personalised care and treatment they’ve received.
Enjoying everyday life.
The film follows Lou, a Spire Healthcare nurse, walking through a hospital corridor and looking into various doorways. Instead of seeing the usual hospital room you’d expect, she peers in to see previous patients that she’s treated, back enjoying their everyday life; from a grandpa who’s playing hide and seek with his grandkids after eye surgery, to a wild swimmer enjoying their hobby again after shoulder surgery, to a hula hooping nan who’s just had a hip replacement. It features the end-line: “We’re here when it matters, for the things that matter”.
Shot on 35mm film for a rich and authentic quality, the ad’s effects were created in-camera, with bespoke transportable sets taken to each location to perfectly replicate Spire Healthcare’s hospital doors.
The ad, which will run across TV and BVOD channels, was filmed over three days during lockdown, in Nottingham, Manchester and the Lake District.
Media planning and buying for the campaign are being handled by Smithfield.
Matt Lee, executive creative director, M&C Saatchi, said: “We all know that when something’s not quite right with our health, it can stop us enjoying the things that are important to us. Our new campaign brings this idea to life, offering glimpses of people getting back to normal and showing that Spire really understands how important it is for people to be able to do the small things like walk the dog or play hide and seek with the grandkids.”
Nicholas Godsall, head of brand and marketing, Spire Healthcare, added: “We’re delighted to reveal this campaign, the first work we’ve created in partnership with M&C Saatchi. The ad really captures how we make a positive impact on our patients’ lives through outstanding personalised care, in a warm and authentically human way.”
Campaign: Spire Healthcare “Doors”
Client: Spire Healthcare
Marketing Director: David Cox
Head of Marketing: Nicholas Godsall
Marketing Manager: Emma Cripps
Marketing Executive: Hannah Watson
Creative agency: M&C Saatchi
Executive Creative Director: Matt Lee
Senior Creative: Will Bate
Senior Creative: Curtis Brittles
Agency Producer: Gareth Williams
Business Director: Gemma Dodds
Head of Strategy: Sophie Lean
Senior Account Manager: Jamie Roston
Production company: Sweet Shop
Director: Nick Davies
Producer: Theo Youngstein
EP: Morgan Whitlock, The Sweet Shop
DOP: Luke Scott, Vision Artists
Production Designer: Peter Rodwell
Offline Edit: Iain Whitewright, Ten Three
Sound: Parv Thind, Wave Studios
Grade: Simone Grattarola, Time Based Arts