Auckland agency Rainger & Rolfe have produced a new campaign for client Oceania Healthcare – just gone to air – starring a beautifully recorded Kiwi rendition of a classic love song, Let Me Call You Sweetheart, with vocals by (among others) NZ diva Suzanne Lynch.
There’s a fine script, with brilliant insights, thanks to Quentin and Jo Pfiszter, beautifully shot by Perry Bradley and Film Construction, and the wonderful recording of Sweetheart by Mark de Jong and the team at Smoke Music.
The look on the caregiver’s face – when she realises her non-communicative elderly patient can actually use his hearing to better his life – is worth the price of admission alone.
“And of course, great support and encouragement to produce something very special by our clients Jill Birch and Bronwyn Webster,” says R&R’s Ant Rainger.
Oceania’s Jill Birch said: “Everyone knows how powerful great music can be but when it evokes special memories from the past, everything just goes to the next level.
“The caregiver’s realisation that – her non-communicative elderly patient can actually use his hearing to better his life – is worth the price of admission alone.”
“A few years ago we started to develop personalised playlists for our residents and we quickly saw immediate benefits – especially amongst dementia patients. But what we hadn’t fully realised was the excellent response from all our other residents.
“As a result, our programme has continued to grow in popularity and then the other day we talked about how a television expression might be a good idea. Which is ultimately what this new tvc is all about.
“The new tvc (I Love Music) is the second in a series that reinforces Oceania’s core positioning around ‘care’, summarised in the endframe strapline Kindness Care Respect. The first tvc has been running for 18 months and this new one has just launched.
“If there is a common thread, both feature a story around an Oceania caregiver who uses her initiative to solve a problem.
“What’s interesting is that both commercials are based around true stories of our people thinking about how else they can do more for our residents and how they can improve the Oceania experience. We think it’s a good message and one we are hearing is being really well received.”
Oceania Healthcare: Jill Birch, Bronwyn Webster
Rainger & Rolfe: Ant Rainger, Quentin Pfistzer, Jo Pfistzer, Peter Mayo, Simon McKechnie
Film Construction: Perry Bradley (director), Ivan Barge (producer), Mark Lapgood (DOP),
Nathan Pickles (edit).
Starcom: Al Jamieson, Sophia Quilian, Courtney Bowden
Let Me Call You Sweetheart recorded by Smoke Music: Mark de Jong (executive producer), Nic Manders (producer and arranger), Mal McCullum and Suzanne Lynch (vocals), Lewis McCullum, Richie Pickard and Nic Manders (musicians).
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