Warm Blanket Award #8: Kaiser Permanente
The beauty of a great campaign is that wherever you discover it, you love rediscovering it when you encounter it in other mediums.
I have never seen this spot on TV. But I swooned over its print counterpart in Real Simple magazine: a simple photo of mother cradling baby, captioned with the headline: Bun, Meet Oven.
Damn that's good. What's so impressive about everything Kaiser Permanente does -- be it radio, print or TV -- is that they never, ever enter Schmaltzville. When your subject matter is health, birth, kids and families, it's so, so easy to lapse into greeting card-speak. Yet they don't. The radio spots are as snappy and clever as the best Hollywood screenplay (and delivered in Allison Janney of West Wing fame's lovable no-nonsense voice). The print ads are singular and smart. And, as this spot illustrates, the TV message ropes us in with fresh visual reveal, great music, and light-touch branding that is the hallmark of a confident client.
This is a campaign that lives up to its name. It thrives.