It is engaging, well paced, well thought out, well written and art directed and most of all, has an idea that is emotionally evocative that adds to the essence of the idea, not shock value for shock value sake or a corny knee slapper or a gimmick but genuinely touches your heart and makes you think about a product or service differently.
Which brings me to the newest tv spot for Kaiser Permanente. This is a simple, lovely, flawlessly executed tv spot. It begins with the classic Claire D'Loon piano concerto while the camera takes us through an amazing urban/forested environment and until the super at the end you have no idea what it is about. It is wonderful and soothing without being cloying. It makes you yearn for such an emerald place and to wonder if it could ever be....cudos Campbell Ewald LA