CLIENT
Ministry Health Care.
PRODUCTION CO.
Crescent Moon Films, New York.
Mark Schimmel, director; Patricio Suarez, DP; Mark Aji, executive producer; Debbie Val, producer. Shot at Essanay Studio, Chicago, and on location in Chicago.
AGENCY
Bender Browning Dolby & Sanderson, Milwaukee.
Michael Wheaton, executive creative director/art director; Alex Mohler, associate creative director/copywriter.
EDITORIAL/POST
Independent Edit, Milwaukee.
Robert Due, offline/online editor.
Swell, Chicago.
Tom Rovak, colorist; John Vapensky, assistant colorist.
AUDIO POST
Independent Studios, Milwaukee.
Randy Bobo and Peter Batchelder, mixers.
MUSIC/SOUND DESIGN
Independent Studios.
Randy Bobo and Peter Batchelder, composers/sound designers.
THE SPOTS
Four :30s spotlight the services of Ministry Health Care, a network of hospitals, clinics, long-term care facilities, home care agencies, dialysis centers, and other programs and services in Wisconsin and Minnesota. Using unique visuals, the spots focus on the statistics of diseases in Wisconsin residents, and then direct viewers to ministryhealthcare.org, where they can get further information. "Time" opens on a clock with lit cigarettes as hands. A cough is audible as the voiceover points out that in the year 2000, "over seventy-three hundred people died from smoking-related illnesses in Wisconsin." As the narrator continues to educate viewers on the benefits of quitting smoking, the clock hands return to normal. "Treadmill" shows an EKG reading on a lengthy sheet of paper, which leads into a shot of a female runner. She jogs on a treadmill as the narrator informs viewers about the benefits of physical activity. "The best way to avoid bypass surgery is to bypass surgery," the voiceover concludes. In "Escalator," an empty escalator is shown while the voiceover says that more than 18,000 Wisconsin residents died of cardiovascular disease in 2002. The words "Take The Stairs" appear on the escalator steps. "Side Order," which also focuses on cardiovascular disease, features a close-up of a typical fast food burger—complete with cheese and bacon—being prepared for take-out. As the sloppy, unhealthy food is wrapped up, the narrator states that the disease killed more people than cancer, AIDS, auto accidents, and domestic and alcohol abuse combined in the state of Wisconsin last year. As the spot closes, the voice of a fast food worker is heard: "Would you like a side of heart disease with that?" All four of the commercials end with the tagline, "Where caring makes the connection."
Spots broke May 1.
