Imagine being prepped
for surgery and seeing basketball legend Michael Jordan peering down amid your
team of surgeons. That's just one eye-catching visual in a new regional
advertising campaign debuting next week (May 14) that features Jordan promoting
Novant Health's Prince William Hospital.
For Jordan, it's a rare
partnership with a regional organization, but also a natural move for the NBA
legend because Novant's Presbyterian Healthcare is the official healthcare
provider for Jordan's Charlotte Bobcats and because Jordan grew up in North
Carolina and played college basketball at the University of North Carolina in
Two 30-second TV commercials, three print ads and two
posters were shot in a whirlwind four-hour session last month, with Jordan
flashing his sense of humor as a wanna-be surgeon. "That's OK, we've got this.
We're good. Thanks, Michael," two surgeon-playing actors tell Jordan as they
politely discourage him from following them into surgery. The disclaimer in the
commercial reads: "Michael Jordan is not a licensed surgeon. He's just a big fan
of our hospital."
Novant Health, a not-for-profit system of 13 hospitals
in the Carolinas and Virginia, is also teaming up with Jordan to communicate a
serious message to its employees. In posters featuring Jordan's oversized hands,
he joins Novant's award-winning "Washing hands saves lives" effort. That
hard-hitting internal campaign dramatically lowered hospital-acquired infection
rates. Since then, campaign materials have been offered at no cost to other
health systems across the country; so far more than 3,000 hospitals and other
organizations have downloaded the materials. "His hands have built quite a
reputation. So have ours," proclaim posters featuring Jordan wearing
Carolina-blue custom scrubs with his Jumpman logo.
Below are links to one
of the commercials (the second airs this fall) and a behind-the-scenes video.
From Novant Health
Behind the Scenes Interview from Novant Health on Vimeo.