Growing up in the ad business and knowing how hard it is to do well, I often harp on poorly conceived advertising. Especially that of the print variety. This adverting is done by a good mid-sized agency in New York City, but either the planner or the creative director doesn’t care because week in and week out the execution – the whole campaign, in fact – is just sad. The hospital likes the ads I’ve heard, so at the agency the only one digging this work must be the CFO.
A great litmus for an ad is the idea. The idea as played back a day after it has been seen. This ad is “one of those purple hospital ads.” “The ones with the one word headline.”
I read this ad stem to stern as I have many of the others in the campaign and still haven’t a clue as to the strategy. Or what the brand stands for.
If you spend enough money, people will see your ads. It you buy the right media people will see your ads. If you don’t have an idea, people will see your ads. They just won’t be able to form an opinion about you – other than you have enough money to advertise. You have a name. And in this case, you like the unique color purple. Peace!
PS. I’m sure the women and men at NYU Langone are terrific and save lots of lives. I applaud you, but it’s time to find a brand and brand idea.