M&C Saatchi campaign for Spire Healthcare opens the door to what really matters to patients

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.”