Agency Network: 
Published/Aired: 
September 2008
Massachusetts General Hospital:  Runner

Description

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

Caption

A marathon runner was in so much pain it hurt to run. But it hurt more for her to stop.

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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makes gr8 sense....

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nice

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This wouldn't have worked without the addition of the lightpole. Subtle, and spot on.

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beautiful ass.

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Awful headline. Shameful.

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Let's see your book. Post a link. There better be stuff I've seen in Cannes or the One Show. These are pretty solid lines for what they are trying to do. Easy to talk shit, less easy to back it up.

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WOW... you must be developing some amazing, iconic ads that we have all heard of and studies in school to make such a strong statement. I think they are on target and get the message across. AND as far as local/regional medical centers go, very powerfully done and well executed.

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strong message.

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I second the beautiful ass comment. Good ad also.

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Are you sure the headlines are long enough? Surely they could've fit another 27 words in there somewhere.

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smart. really smart.

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MAKE THE TYPE BIGGA! YEEAAAAAH! THAT'S WHAT I'M TALKING ABOUT!!!

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again. awful art direction. just terrible.

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again. awful art direction. just terrible.

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'Smart. Really smart'

So were you the writer or the Art Director?

If this is smart then North Korea is a first world country.

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Again, if you're going to talk shit please post a link to your work so we can see how much better your work is then the work your talking shit about. If your book is full of awarding winning stuff, then kudos, if not (which I'm guessing is more likely the case) then your just another agency hack who's pissed about doing in-store coupon ads. Give me a fucking break, this is good work. Better than most of the stuff on this site.

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Sometimes a shitty headline is just a shitty headline.

It should have been condensed to something like

RUNNING HURTS. QUITTING HURTS MORE.

or

RUNNING WAS HURTING HER. BUT QUITTING WOULD HAVE DESTROYED HER.

The body copy was weak. You just don't feel anything. Did the client write it?

As for my work, well I'm happy with my book pal. And this certainly wouldn't make the cut.

One Show, Cannes? Here's some advice: don't let a bunch of guys on half a million a year sitting in ivory towers dictate what your definition of creativity is.

Move on.

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To disagree with someone's critique, that's your right. To not like the ad or the campaign, that's your right. But is it really necessary for you to go as far as trying to put down the people who did the ad? What does that accomplish?

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Congratulations. You managed to take a mediocre headline and make it worse.

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Unemotional. There's no "story" in your headlines. They seem atrifice

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Nothing personal. If you can't handle critique then I suggest you refrain from PRing average work on this blog which is an arena for robust debate.

Seems like the CD put two Art Directors on the job and they flipped a coin to see who was going to write the copy.

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really smart work!!!

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