Cleveland Clinic

While the name Cleveland Clinic was well known, Cleveland Clinic Florida was not getting enough credit for its world class healthcare brand, nor its fair share of the South Florida market. Working as Sr. VP-Creative Director/Copy at Zimmerman Advertising, the agency’s media strategists recommended a mix of newspaper and direct response advertising on television to lower media costs and create greater lead generation and brand consideration. This spot, shot on location, required the entire crew to wear (and wrap all the equipment with) protective gear to maintain strict anti-contaminant guidelines inside the surgical rooms.