Dear Kaiser Permanente.

I know what it's like. At the presentation you're sold on the idea of a VO, because someone at Campbell-Ewald acted it out so well in an effort to sell you the idea. At the pre-production meeting you keep bringing that VO up, because now your staff of meddlers have all added points to the once powerful and carefully selected set of few words, making it twice as long, and you think twice as powerful. At the post-production meeting you insist on adding something more, like "saving lives" to really really make it extra powerful. You just paid for extra hours of post, copy changes and the VO actress to suck the magic right out of your ad. Sucks to be you.

And then Noam Murro's directors cut sans VO shows you how it really should be done. Less is more.

A Agency: Campbell-Ewald, Los Angeles
Chief Creative Officer: Bill Ludwig
Client: Kaiser Permanente
Executive Creative Director: Mark Simon
Creative Director: Mike Conboy
Creative Director: Neville Anderson
Copywriter: John Dolab
Art Director: Chip Kettering
Agency Producer: John Haggerty
Director: Noam Murro
Production Company: Biscuit Filmworks
Senior Executive Producer: Shawn Lacy
Executive Producer: Colleen O'Donnell
Director of Photography: Toby Irwin
Line Producer: Jay Veal
Editorial Company: Spot Welders
Editor: Robert Duffy
Music: Nylon Studios
Music: Claude Debussey
Visual Effects: Animal Logic
Executive Producer: Nerissa Kavanagh


Comments (1)

  • smizzly_bob's picture

    Yeah, putting huge trees in the middle of busy city roads isn't dangerous at all. It goes real well with "saving lives" in the digital age.

    Oct 09, 2009

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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.