MOUNT KISCO, N.Y. -- Northwell Health, whose network includes Northern Westchester Hospital, will showcase its new advertising campaign during Super Bowl L, with a 30-second spot airing in the second quarter and two 30-second ads running during the pregame coverage.
The entire cost of the ads was covered through a contribution from a Northwell Health trustee, who wishes to remain anonymous. The in-game spot will focus on a celebration of life, capturing the first babies born at Northwell Health hospitals. The spot also highlights the North Shore-LIJ’s name change to Northwell Health.
The emotional ad underscores the health system’s critically important role in delivering more than 42,000 babies a year, accounting for about 17 percent of all births throughout New York State and one percent of the nationwide total.
“As the most-watched event on American television, the Super Bowl is a powerful venue to tell our story of innovation,” said Ramon Soto, Northwell’s senior vice president and chief marketing and communications officer. “Our new ad conveys our commitment to caring for these precious newborns and their families throughout their lifetimes."
The ad footage was shot seconds after the stroke of midnight on New Year’s Day, and features touching footage of new moms and their babies embracing for the first time. The first version of the ad, broadcast within hours of the birth on Jan. 1, has generated more than two million views through Northwell’s social media outreach.
“We are trying to take a different approach with our ads than other health care providers that feature testimonials of patients who've recovered from disease,” said Soto. “For us, this is truly a celebration of life. Where others may see them as just newborn babies, we see people whom we will be looking after and keeping healthy their whole lives. It's a much more positive way to tap into that emotion."
Northwell Health will also be featuring two 30-second pre-game ads, which will highlight several innovations spawned by some of the health system’s more than 61,000 employees