Kaiser Hits Creative Bargain Bin to Stretch 'Thrive' into '09

kaiser-kabuki.jpg

Kaiser Permanente continues its insufferable five-year-old "Thrive" campaign with two new ads, Kabuki and Mural.

The latter targets Spanish speakers without trying too hard (Latin music + "Viva bien." Way to go). Meanwhile, Kabuki features a Kaiser employee performing "Kabuki" with an electric guitar and selective gravity. He is later joined by a bunch of grinning people that tear off their clothes to reveal medical gear.

Campbell-Ewald (with help from Miami-based sister agency Accentmarketing) came up with this and the tagline du jour: "You and your Kaiser Permanente team. Together, you rock."

Fucking kill us. The campaign cost $50 million, and we apologize to the inhabitants of California, Oregon, Washington, Southern Colorado, Hawaii and Georgia, which will have to see it all over their daytime TV.

o Mural:


o Kabuki:


by Angela Natividad    Apr-28-09   Click to Comment   
Topic: Brands, Campaigns, Commercials, Television   

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Comments



Comments

Kaiser Sucks.

Bottom line, no matter how cute kaiser thinks they are being, they still kill people, everyday, and that's not cute.

Anyone who could make a buck promoting this death trap called Kaiser needs a reality check.

Posted by: Beth Stover on April 28, 2009 6:17 PM

This had has nothing at all to do with Kabuki Theatre. There are no Kabuki elements, techniques or aesthetic in evidence here. Oh yes, there are some actors robed in black, but they do not function as kurogo in any sense of that term.

Kabuki ... Clearly the creators have misunderstood what Kabuki is and what it can be. Too bad -- Some well used Kabuki might have made the ad truly stand out.

Posted by: Narukami on April 28, 2009 6:51 PM

This had has nothing at all to do with Kabuki Theatre. There are no Kabuki elements, techniques or aesthetic in evidence here. Oh yes, there are some actors robed in black, but they do not function as kurogo in any sense of that term.

Kabuki ... Clearly the creators have misunderstood what Kabuki is and what it can be. Too bad -- Some well used Kabuki might have made the ad truly stand out.

Posted by: Narukami on April 28, 2009 6:51 PM

This had has nothing at all to do with Kabuki Theatre. There are no Kabuki elements, techniques or aesthetic in evidence here. Oh yes, there are some actors robed in black, but they do not function as kurogo in any sense of that term.

Kabuki ... Clearly the creators have misunderstood what Kabuki is and what it can be. Too bad -- Some well used Kabuki might have made the ad truly stand out.

Posted by: Narukami on April 28, 2009 6:52 PM

Actually, I think the 'Thrive' campaign is one of the best in the category. I agree that these two are not the finest example of the work that has been done for the campaign thus far, but overall the creative has been fantastic.

Posted by: Carlo on April 29, 2009 12:22 PM

Time to all go home children, you are all wrong. Kabuki IS a real kabuki performance by a real Japanese troop. And indeed, it is so well executed some of you still don't believe it. The smiling doctors at the end are real Kaiser Permanente personnel. The end line has nothing to do with Accent Marketing. And like it or not, the message is clear.

Posted by: robocopywriter on April 29, 2009 4:46 PM

Yeah, but Kaiser's service is still shit.

Posted by: Angela on April 29, 2009 8:08 PM

It's unfortunate the KP personnel are real, i'm not entirely impressed, I could name names of real KP personnel that have done great damage to the general public, but i'll save that for another rant.

The creators of the ads should go to kaiser for care so they can get another perspective.

I'm with Angela.

Posted by: Beth Stover on April 29, 2009 8:59 PM







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