The Objective
Mercy aimed to tackle one of healthcare’s biggest pain points: waiting.
The objective was clear: 1 - Drive calls to a new 800-number exclusively for the campaign. 2 - Reinforce awareness of Mercynow.net as an additional resource. 3 -Appeal to a diverse audience through relatable scenarios and messaging. The creative needed to strike a balance between humor and discomfort, making the waiting experiences feel universal yet delivering a compelling contrast with Mercy’s superior care accessibility.
The Work
Creative Concepts
The creative was anchored around three scripts, each representing a universally frustrating waiting experience.
Demographic
Each scenario was carefully crafted to appeal to different targets: Grandparents in relatable family-oriented settings.Young Adults experiencing social waiting pains.Middle-aged adults managing time-sensitive obligations.
Key Messaging
The humor was intentional yet subtle, with the talent focusing on relatable discomfort rather than laugh-out-loud comedy. Each scenario closes evoking a moment of relief, as the actor seamlessly connects to Mercy healthcare services.
Visual Style
Soft, calming tones paired with clean, modern visuals convey a sense of trust and professionalism, while warm accents add a human touch that resonates with the audience.
The Results
The production highlighted Mercy’s commitment to fast, reliable healthcare but also set the stage for future storytelling initiatives focused on patient-centric care experiences.
Production
Director: Jason StampExecutive Producer: Pete HallidayProduction Coordinator: Dustin HendersonDirector of Photography: Brant Hadfield
Editorial
Senior Editor: Joel AndersonAssistant Editor: Anna LaurentiusAssistant Editor: Ryan Archer
Motion Graphics
Graphic Designer: Vlad Sarkisov
Audio Production
Sound Designer: Justin Tapp