First Commercial of 2011

This is our first commercial of the UMC 2011 Campaign.

We wanted to have a kick-off spot that, much like last year, was separate from the narrative style of the rest of the campaign.

This commercial kicks the year off with the intention to communicate what it means to be a teaching hospital. In any community the idea of a "teaching hospital" automatically has a negative connotation, so we decided to embrace the title and explain what this really means to our patients and our community: state of the art care, cutting-edge research, 24/7 care, multidisciplinary care, and an environment that encourages cooperation and teamwork among all staff members.

We're pretty proud of it, but there's no time to waste. I'm already planning to start shooting our next spot this week.

No rest for the weary, but I love this stuff.