For Art’s Sake

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Each month, this department pays homage to memorable advertising and marketing campaigns. The highlighted executions have been identified by leading creative executives for their noteworthy use of copy, art, photography, whimsy, uniqueness, etc. — in combination or as single branding elements. Creating good pharmaceutical advertising and marketing requires agencies to think out of the box and clients who dare to be different. PharmaVOICE is pleased to give these vanguards their due recognition. For a healthcare ad that “I wish I’d done,” I’m forced to look outside our industry. Here’s a consumer healthcare ad that goes straight for the heart. It delivers the usual superiority claim that we deal with every day, but with an emotional force to move even the most hardened, hospital-hating New Yorker. (I was moved to cut out all of the ads in the campaign and display them on my office wall.) The message: Mount Sinai is peerless. Of course, there’s no data to support such a wild claim. But the notion is impossible to dispute here. There are notable Mount Sinai medical achievements supporting a profoundly emotional headline and an almost “aw shucks” humility in the tagline — Another day, another breakthrough — which counters any potential for hubris. The art direction selflessly supports the kindhearted copy. No bright colors, no violators, no “juiced” logotype. Nothing “pops” except perhaps the little pharmaceutical advertising bubble in which we once lived. I called Mr. Winfield with my compliments. He said consumer advertising teams jump at the chance to do healthcare ads — “for us it’s like doing a public-service announcement.” Imagine, a consumer creative with a heart for healthcare. Have we been missing something? According to Peter Zamiska, Executive VP, Chief Creative Officer, The CementWorks,New York, this ad for Mount Sinai is brimming with emotional force. Mount Sinai Hospital Brand: Mount Sinai Hospital Campaign Client: Mount Sinai Hospital Debut: 2003 Agency: DeVito/Verdi Copy: Wayne Winfield Art: Brad Emmett and Jim Wood Peerless Peter Zamiska

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