Lights, camera, action. But, first, strategy, script and logistics. A lot goes into producing television commercials, as we’ve learned over the years, but we were particularly excited about shooting this spot. 

Competitive sports, in general, can create excitement for participants and fans alike. And sports stories, in particular, can evoke strong emotions in viewers of all ages. When the Sports Medicine team at Nationwide Children’s Hospital was ready to share their story in a video format, we were happy to assist. (Here at CPV, we excel in strategy, storytelling and sharing, so this new sports med spot was a great way for us to help our client reach their goal by sharing stories of student-athletes who want to reach their own goals.)

We love how these students are real athletes and real patients who turned to Sports Medicine at Nationwide Children’s when they needed help. Each athlete represents a successful comeback from injury to reach his or her full potential.

It helps when “actors” who are non-performers can relate to the specific copy they deliver, so we strategically matched copy points to each athlete and their injury.  For example, Patrick, known for being one of the fastest linemen on his football team, tore his ACL and meniscus.  He wanted more than anything to return to the game he loves. In the commercial, he tells us, “I want to take time off my 40.”

Miranda, a dancer, was diagnosed with patellofemoral syndrome, a condition caused by repeated stress to the knee. In the commercial, she says simply, “I want to leap higher.” Together, these athletes telling us their hopes helps to tell the overarching Nationwide Children’s Sports Medicine story.

And now we come to the sharing part of this case study. Our campaign also included paid social advertising, pre-roll, Pandora, print ads and direct mail pieces. Sharing the story through these select media outlets was part of the overall strategy.

Oh, and we probably should let you see the spot, so this all makes sense. Let us know what you think in the comment box below.