In a recent Muse by Clios article, Ivan Blotta, head of art and creative excellence at EVERSANA INTOUCH, explores an intriguing question: Why can’t healthcare ads be as engaging as in-flight safety videos? Blotta recounts a recent flight where he was captivated by the pre-flight safety video, which cleverly combined essential information with humor and visual appeal. This led him to ponder how healthcare advertising, often perceived as dull and humorless, could benefit from similar creative strategies.
Blotta highlights three key elements that make pre-flight safety videos effective:
- Humor
- Storytelling
- Craftsmanship
He argues that humor, when used appropriately, can make healthcare messages more memorable. For instance, Qatar Airways’ safety video featuring comedian Kevin Hart successfully combines humor with crucial safety instructions, making the message stick. Blotta suggests that healthcare ads could adopt a similar approach, using humor to engage viewers without compromising on important information.
Storytelling is another powerful tool that pre-flight safety videos utilize to transform mundane instructions into compelling narratives. Blotta envisions healthcare ads that go beyond the typical instructional format, instead telling engaging stories that resonate with viewers. He cites Abbott’s “Now You Know” campaign as an example of how storytelling can turn healthcare information into an adventure.
Finally, Blotta emphasizes the importance of craftsmanship in creating content that adheres to regulatory standards while still being creative. He points to successful healthcare campaigns, such as Narcan’s “Who Is Your World?” and Imvexxy’s “Long May She Reign,” as examples of how creativity can thrive within the confines of strict regulations.
Blotta’s article is a call to action for healthcare advertisers to embrace creativity and innovation, drawing inspiration from the unexpected success of pre-flight safety videos. By incorporating humor, storytelling and craftsmanship, healthcare ads can become more engaging and impactful, ultimately benefiting both brands and consumers.
At EVERSANA INTOUCH, Ivan Blotta has recently been named head of art and creative excellence, a new role that recognizes his expertise, insights and craft, and reinforces the agency’s ability to elevate storytelling for pharma brands every day.
“Ivan’s standout ability – and tenacity – to successfully deliver award-winning projects has led us to create this new department remit. In his role, Ivan is responsible for raising the level and quality of work across the board while collaborating with internal teams to ensure we push the boundaries of storytelling in healthcare and pharma,” said Susan Perlbachs, chief creative officer at EVERSANA INTOUCH.
Ivan has achieved prominent wins at The One Show, The Clios, D&AD, the Art Directors Club, the London International Awards and the Cannes Lions International Festival of Creativity, where he helped EVERSANA INTOUCH achieve the No. 2 Health Agency ranking in 2023. He was also invited by The Clios and the New York Festivals to serve as a juror for 2024.
Read the full article in Muse by Clios to discover how healthcare advertising can take flight with creativity and innovation.