Radiology Group "Digital Mammography" TV Commercial

Project Description

When introducing their new digital mammography system, The Radiology Group wanted a commercial that spoke directly to women in a very friendly, down-to-earth manner. Seeing a machine work or having technical specs listed was not an option. Recognizing that women talk to each other and get a lot of advice from friends, we developed the idea of having a spokeswoman that could relate to the viewer. Coinciding with that, we wanted to visually emphasize the enhanced imaging clarity that is available with the new mammography technology. Through digital effects we were able to create a soft, but high-tech looking effect to zoom in to the extreme close-up of a daisy. The end result was a very sophisticated, but friendly commercial that speaks directly to women.

Part of a fully integrated marketing plan, this TV commercial was also complemented with newspaper and publication advertisements, as well as radio commercials, signage and promotional items.