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.
“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.”
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