Superhero Campaign

Parkview Ortho Hospital

As an entire hospital dedicated solely to handling orthopedics, Parkview Ortho Hospital (POH) needed an advertising campaign that was all their own – cohesive with, yet independent from, the overarching Parkview Health System. To come up with the direction, B&Yers set their sights on the key demographic and the reasons why this audience seeks joint, neck or back surgery. It all came down to motivation: wanting to feel young again. Our approach was to show the audience that they could be a “superhero” again with a little help from Parkview Ortho Hospital. 

the solution:

  • Create a memorable TV spot that showcases the reasons POH is the best place to restore your powers of youth
  • Talk less about “us” and more about “them”
  • Position a patient-centered, outcome-driven approach
  • Feature children who think their grandparent is a superhero
  • Use an element of surprise and a creative twist


increase in web traffic


website page views from online ads in just 6 weeks

the result:

  • A TV spot that makes the audience smile when they think about how POH can make them feel young again
  • An entirely new, integrated campaign that includes TV, radio, print ads, online ads, pre-roll, Facebook ads,  outdoor and out-of-home advertising
  • A brand that is unique to POH, but that still has the Parkview look and feel
  • Doubled the number of website page views in 12 weeks