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Agency Network: 
Published/Aired: 
September 2008

Description

Print advertisement created by Devito/Verdi, United States for Massachusetts General Hospital, within the category: Professional Services.

Caption

A college football captain died. Then he played the following season. How's that for a comeback?

Advertising Agency: DeVito/Verdi, NYC, USA
Creative Director: Sal DeVito
Art Director: Manny Santos
Copywriters: Alexei Beltrone, Jay Marsen
Photographer: stock
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dsklan's picture

scary, the captain is a zombie!

dsklan
Activity Score 1926
Art Director at homeshop
NastyJester's picture

I'm a copywriter and I've just read all of these ads. It's so refreshing to see great writing like this. Love the clever headlines, love the tone of voice, love the simple, short, clear body copy. I'm jealous.

NastyJester
Activity Score 740
Copywriter
Guest's picture

I quite like the copy in these ads but the art direction and type setting isn't great.

Guest
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Doesnt help when they are using stock images. Small budget I guess.

Guest
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The typesetting is what I like most about these ads. So imposing.

Guest
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Doesnt help when they are using stock images. Small budget I guess.

Guest
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good campaign, though the whole work sounds a little bit of 90's.

Guest
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@nasty jester: I second that!

Guest
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shame the photography art direction isn't thought out as well as the fantastic copy, but this might be down to having to use stock shots.

Guest
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As far as stock shots are concerned; not everyone has a $150,000 photo budget to work with, I'm sure a client like this has "Use stock photography whenever possible," written in BOLD CAPS all over the brief. The fact that these ads still work fantastically well, even with what I imagine is a slim budget, is a testament to how good they really are. Most people can do great work with a shit ton of cash, to do great work with little to no cash is a tad bit more challenging.

Guest
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I agree 100%.

Guest
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Awesome campaign!

Guest
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Beautiful impact color scheme. The art director must be a genius!!!

Guest
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It may be a little old school.....but it's GOOD old school

Guest
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Glad to see there are agencies who still care about the writing. There are too many ads that are beautifully designed, photographed by a very expensive photographer, and have huge budgets for production....but either it doesn't say anything or the idea is weak. A campaign like this with a bigger thought will go so much further than those cookie-cutter, all visual, 3-worded taglines that a lot of them are just getting too simple and too easy. Great job you guys!

Guest
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Great Campaign! This agency has always been consistently strong in print.

Guest
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I have HATED HATED HATED working on healthcare advertising because we were never able to sell any clients on doing stuff like this. Bravo for the work and for getting it done.

Guest
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Well done on the writing. Totally agree with the comment above about seeing all these great visuals on AOTW that don't quite make a great ad concept. And kudos for being able to use stock photos like this. Not an easy task - we all know budgets out there, especially nowadays. And we all know healthcare clients. Ugh. Excellent job all the way around. Reminds me (not as in it being a rip off but as in the quality) of the Sinai Samaritan stuff a couple years ago.

Guest
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NastyJester, I whole-heartedly agree. We're so image-focused (hurting pun for anyone who thought it was one) it's great to see an ad that uses copy not only as the method of message-delivery, but basically replaces the imagery entirely. I feel these ads could have been printed with white text on a black background, no image at all, and they would have been quite good. This is the power of reading vs. the fun of looking. You're drawn, even forced to read, and I myself am glad I did.

Guest
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Smart and resonate within context. What more can you expect from advertising?

Guest
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I love it!

Guest
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