Spire Healthcare Offers Glimpses Of The Things That Matter In First Campaign From M&C Saatchi

Independent hospital provider Spire Healthcare is launching 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.

NSA_SPIR001_060.mov from M&C Saatchi FILM on Vimeo.

“Doors” aims to build brand awareness and understanding of Spire Healthcare’s world-class 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 outstanding personalised care and treatment they’ve received, using an innovative visual technique.

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.

Spire Healthcare has 39 hospitals and eight clinics across England, Wales and Scotland, and more than 13,000 employees.

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.”

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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.”

Spire Healthcare “Doors” – campaign credits

Client: Spire Healthcare

David Cox – Marketing Director

Nicholas Godsall – Head of Marketing 

Emma Cripps – Marketing Manager

Hannah Watson – Marketing Executive 

Creative agency: M&C Saatchi

Matt Lee – Executive Creative Director 

Will Bate – Senior Creative

Curtis Brittles – Senior Creative

Gareth Williams – Agency Producer

Gemma Dodds – Business Director

Sophie Lean – Head of Strategy 

Jamie Roston – Senior Account Manager

Production company: Sweet Shop

Nick Davies – Director

Theo Youngstein – Producer

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

Source: M&C Saatchi

  Healthcare, M&C Saatchi, Matt Lee, Nicholas Godsall, Smithfield, Spire Healthcare