Maryland Pain Specialists
This ad was part of a re-branding assignment for a group of anesthesiologists and physiatrists (pain management doctors) in the Baltimore area. We gave the practice a new name “Maryland Pain Specialists” and created a mixed-media campaign for them that included both print and television. The spots are all 30s due to media costs. While we had hoped to use real testimonials, we found that most of the patients were not very suitable. Instead we chose to show people being active, while talking to the prospect about the prospect’s pain and alluding to the idea that they themselves were no longer in pain – but never saying it, as they were not patients. The spot was done on a shoestring budget and the talent were, for the most part, nonprofessionals to give the spot more of a testimonial feel. While the spot follows many DM rules there was not an opportunity to use a real offer – so we had to rely on the emotion of the spot and the call to action to generate response.