US Ad of the Day: GE Healthcare broadcasts its new brand ethos in ‘The Care Desk’
The television spot takes a fantastical approach to documenting GE Healthcare‘s transition into becoming a publicly traded company.
In a new TV spot featuring care desks that move on their own, GE Healthcare says it is also ready to move on its own – as a standalone brand.
‘The Care Desk‘ marks the first multichannel campaign in the 100-year-old medtech‘s history. Now operating as an independent company, GE Healthcare recently began trading on the Nasdaq stock exchange under the ticker symbol GEHC.
In the spot, GE Healthcare employees quite literally follow patients everywhere they go, from the hospital floor to the ambulance on the street, to the great outdoors and beyond, suggesting that they are with patients at every step of their health journeys.
BBDO, GE’s longtime partner, took many creative liberties when ideating this campaign, making the care desks, and the employees sitting in them, move on their own. Even throughout this chaos, the employees remain focused on the patient, free from any distractions.
The spot also kicks off the brand‘s bold new ‘Care that can‘ platform, which reinforces what GE Healthcare‘s services can do for employers, providers, patients and the world at large.
“This is a significant milestone in our company’s history and ‘Care that can’ was crafted to not only capture our ethos but introduce the world to a new GE HealthCare,“ GE HealthCare’s global head of band Kristin Fallon said in a statement. “It’s the type of care that can take one small idea, create momentum, and deliver a solution that makes an impact on patients’ lives. We believe it’s this type of collaborative, accessible care that can change the world.”
‘The Care Desk‘ will run as a TV commercial, while additional content will run as an interactive online video on the Nasdaq tower in Times Square. The campaign will also run on digital, social and print media.
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Production company: Landia
VFX/Finishing: Globetrotter Studio
Executive producer: Eve Kornblum
Producer: Shayna Rubin
Editor: Akiko Iwakawa
Assistant editor: Tom Mika
Color grading: Xavi Santolaya
Audio finishing: Duotone