Political honesty is at the heart of “White House,” the first spot released in fresh campaign work written and directed by Ari Merkin. The ad opens on two aides waiting for President Obama in the Oval Office, one asking aloud: “How bad can it be?”
When a figure bearing a striking resemblance to our current president arrives, they outline inherent problems with government software spreading the use of EMRs (electronic medical records) across hospitals and medical institutions. Due to outdated software, systems are not communicating – leaving hospitals in disarray.
One aide turns to camera, speaking of hospitals incapable of sharing information about their patients. “How’s that helping?” he quips, looking back toward a dejected Obama.
The work is part of Ari Merkin LLC's latest for Athenahealth. The campaign theme, “Unbreak Healthcare" gets to the heart of the matter – that healthcare in America needs to be fixed.
“I'm lucky to have such a brave client in Athenacare who believes in taking a stand for what's right – while having a little fun in the process,” Merkin explains on branding dynamics. “We're doing what very few healthcare brands are willing to do. We're telling the truth.”
Creative Credits:
Agency: Ari Merkin LLC
Client: Athenahealth
Director: Ari Merkin
Executive Producer: Clair Grupp
Line Producer: Brian Quinlan
Director of Photography: Darran Tiernan
Editor/Off-line & Finishing House: Amanda Perry/Lost Planet NY
Colorist: Fergus McCall/The Mill
Final Mix: Tom Jucarone/Sound Lounge
Stock Music: Extreme Music (track: "Roll the Dice")