This spot opens on a doctor in a hospital setting. He’s looking at a patient’s X-ray, when his attention starts to drift…
In full flashback mode, we see the doctor as a little boy. Wearing a pair of X-ray vision glasses, he says to a friend, "Okay, I’m ready." A wooden fence separates him and his buddy, who is holding up two fingers. The future doctor then endeavors to see through the fence and tell his friend how many fingers he’s holding up.
"Zero," he guesses.
His pal responds, "Nuh-uh."
"One."
"Nuh-uh."
The series of incorrect guesses continues. Finally, we’re taken back to the present, where the doctor is returning his gaze to the X-ray he’s holding.
"Have you had it in you all along?" a female voiceover asks. "Visit our Web site for job listings."
The spot concludes with the logo of Columbus, Ohio-based Mount Carmel Healthcare, accompanied by a Web site address (mountcarmelhealth.com).
"X-Ray" was directed by Michael Graf of Spot FilmWorks, Madison and Milwaukee, Wis., for agency BVK, Milwaukee.
Graf’s support team at Spot FilmWorks included producer Steve Roeder and production designer Linda Massey. David Kessler was the DP.
The BVK creative ensemble consisted of creative director Gary Mueller, writer Pam Mufson, art director Mitch Markussen and executive producer Terri Burmestor.
Rob Due of Independent Edit, Milwaukee, served as offline/online editor. Colorist was Tom Rovak of Swell, Chicago. Audio mixer/sound designer was Randy Bobo of Independent Studios, Milwaukee.
