ANTHEMIC CAMPAIGN FOR HOUSTON HEALTH SYSTEM

StrawberryFrog, the independent, full service, creative advertising agency, has launched a high-profile Anthem campaign for Houston’s Memorial Hermann Health System. Two dramatic TV spots serve as thebackbone for the campaign that presents Memorial Hermann at the brand level—a first of its kind for the brand—and distinguishes them among competitors in the market.

Both hero TV spots, “Finish Line” and “Reaching Higher,” use bold, cinematic metaphors that deliver a powerfulperspective for the health system—it’s their patients who inspire Memorial Hermann to relentlessly improve health and care for generations to come.

In “Finish Line,” a man leads a group of runners through finish line after finish line, in a beautiful remote location.Throughout the spot, the runner doesn't stop because he knows there are more finish lines still to be crossed and keeps going. Memorial Hermann sees finish lines as opportunities to push health care forward because no distance is too far for their patients.

In “Reaching Higher,” a gymnast works alone in a darkened gym, her grueling uneven parallel bar routine expands into an infinite progression of higher and higher bars. The gymnast continues her astounding performance, and wesee her relentlessness to keep reaching for the next bar. This is symbolic of Memorial Hermann’s drive to continuously raise the bar on innovating new, effective ways to serve their patients.

“Health system advertising tends to blur together—the same smiling patients, doctors in lab coats crossing their arms, same warm lighting, same broad claims,” said Taylor Robertson,
Group Business Director, StrawberryFrog. “We wanted a much more distinctive, bold point of view that felt more like a performance brand than traditional health care advertising.”

The TV spots break December 31 and run through 2026 on broadcast TV, OLV and CTV and social channels, with accompanying OOH and print, in the Greater Houston metro area. In February, StrawberryFrog will release additional work that showcases Memorial Hermann’s groundbreaking initiatives for the Houston community. The work willhighlight the programs that prove the brand’s mission in action, from cutting edge Memorial Hermann Life Flight® helicopters to partnering to create a high school that prepares students to work in health care upon graduation.

“Our goal for this campaign was to show how we are never satisfied with what we’ve achieved so far. That’s why we remain driven to keep pushing health care forward,” said Amalia Stanton, SVP, Chief Strategic Communications & Marketing Officer, Memorial Hermann Health System. “It’s our patients who inspire us every day to relentlessly improve health and care. At Memorial Hermann, we’ll never stop looking for new ways to accomplish this important work, the work that builds a healthier city for today and for future generations.”

StrawberryFrog has been working with Memorial Hermann since April 2024, and this is their first creative launch for the brand.