"Spend Time" :60 TV Spot

The Challenge:Oak Street Health needed to stand out in the crowded Medicare market and communicate what made them different: doctors who actually spend time with patients. Another key challenge was tying better healthcare outcomes with better lifestyle outcomes by showing that Medicare patients aren't all frail and homebound - many are youthful, vibrant, and want to stay active with family and friends.

Our Approach:We built the campaign around the concept of time - Oak Street Health's key differentiator of spending more time with your doctor which leads to more time doing what you want to be doing. Shot over multiple days at Oak Street locations and various lifestyle settings, we combined real patients with actors. Camera work mixed documentary-style handheld with smooth dolly moves and portrait shots representing diverse patients. Split-screens and quicker cuts kept the energy up while bold text overlays delivered clear messaging. The bright, warm cinematography showed Medicare patients as they are - laughing with family, playing with grandkids, staying active - not sitting alone looking worried.

The Result:A :60 TV spot and :30 cutdown that helped Oak Street Health build awareness in new markets and increase patient acquisition in existing ones. By showing Medicare patients as vibrant people living full lives, we helped communicate their difference in a way that resonated with their target audience.