Ad of the Day: Great Ormond Street Hospital strives for 'ordinary' with latest brand campaign
Great Ormond Street Hospital (GOSH) draws attention to all the things we take for granted in ‘Ordinary World’ with its latest campaign from AMV BBDO.
Based on the insight that no child wants to be in hospital and missing out, the 60-second launch film presents ‘Ordinary World’ like a theme park filled with mundane day-to-day family activities – a trip to the supermarket, a ride on the bus, a trip to the local park – reframed as wonderous, exhilarating experiences.
The ad ends with a sudden cut back to GOSH confirming ‘all some children dream of is getting back to the ordinary world.’ The campaign directs viewers to a microsite to find out more about the charity and the work it does.
“The campaign highlights the importance for patients of Great Ormond Street Hospital to return to the ordinary world, and how donated money can help the hospital provide seriously ill children with the extraordinary care to get them there,” explained GOSH deputy director of brand and content marketing, Nick Radmore.
“While the NHS meets the day-to-day running costs, the hospital relies on support above and beyond this to provide extraordinary care, expertise and facilities. We hope that people will stop and think about the concept of missing the ordinary and make an emotional connection to the patients and families who are supported by the charity every day.”
James Drummond, board account director at AMV BBDO, added: “We don’t usually strive for the ordinary, but that’s exactly what we’ve done in our latest work for Great Ormond Street Hospital Children’s Charity.”
The ad will run from today (26 January) in cinemas as well as on selected Sky channels and within the BT Sports app and YouTube. Much of the advertising space has been negotiated for free and at a reduced cost through Mediacom.
Voiceover artist Olivia Coleman said it was an “honour” to work with the charity adding the work it does to help patients and families is vital. “For many families, the hospital is their last hope, the place they go to when no one else can help and it was a privilege to be able to help in this way.”
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