Creativity

A Medical Clinic Gets Creatively Annoying to Prove Its Point

Clever Pre-Roll Campaign Reminds Consumers of Offerings

Published on May 19, 2015

Editor's Pick

Urgent Care Clinic MedExpress, with the help of agency Fitgerald and Company, decided to take the annoying approach to remind consumers that it offers not just medical aid for cuts and sprains -- it's equipped to tackle viral ailments like the flu, too. The company created a series of pre-roll ads that attach themselves, like viruses, to YouTube videos that are going viral.

The ads feature a droll spokesman doing absurdly intolerable things such as counting his blinks and playing instruments out of tune. They're unskippable, of course, and designed to be so boring and painful that you click out of them before getting to watch (add adding to the views of) that trending video that follows it. The point is that MedExpress is doing its best to stop virality -- of all kinds. The ads direct viewers to medexpress.com/antiviral, where they can watch more boring pre-rolls and find a nearby MedExpress.

"Anti-Viral Videos are a fun way to cut through the clutter and show how passionate we are about our patients' health," said Medexpress Chief Marketing Officer Julie Penn in a statement. "If we care this much about preventing the spread of viral videos, you can imagine how much we genuinely care about preventing the flu and treating everyday illness and injury."

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About

Credits

Date
May 21, 2015
Agency:
Fitzgerald & Company
Client:
MedExpress
Director of Photgraphy:
Vinit Borrison
Production Company:
Holiday Films
Production Company:
Nimble Content
Production Company:
Arts & Sciences
Executive Producer:
Mal Ward
Executive Producer:
Derek Sewell
CCO:
Noel Cottrell
GCD/CW:
Mitch Bennett
GCD/AD:
Wes Whitener
AD:
Seth McWhorter
CW:
Meredith Young
Sr. Designer:
Heath Beeferman
Dir. of Integrated Production:
Christine Sigety
Directors:
Adam & Dave
CMO:
Julie Penn
VP Marketing:
Steven Sarfin
Brand Manager:
Belinda Carter
Account Director:
Helen Bautista
Producer:
Andrew Lynch
Editorial:
83 Pictures
Editor:
Matt Kloske
Assistant Editor:
Peter Hatch
Colorist:
Brett Blackwell

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