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October 25, 2007

Kaiser Permanente 'Thrive' Television Ads Now Available in KP News Center

This year's "Thrive" advertising campaign's television ads now can be watched online through the KP News Center.

This season the TV ads look at two specific topics, child health and dealing with serious illness, in a new way that emphasizes personal power over health. The first ad, titled "Kid Wisdom", is a tongue-in-cheek delivery of some important health messages for children and parents. It appeals directly to kids, featuring a young boy sharing the lessons he has learned about healthy eating and active living. He recalls his "drinking" problem as we see images of him guzzling soda, and candidly lets us know, from the bench of a T-ball game, that he takes better care of himself "now that he's older."

The second ad, titled "Saturday," shows a woman with cancer scheduling her radiation treatments between lunch with friends and taking a walk. The ad is based on the experiences of Kaiser Permanente members and their physicians who understand that when faced with serious disease, what is often most important to the patient is to get back to their normal life. In addition, the director of "Saturday," award-winning commercial ad director Joe Pytka created a 90-second version of "Saturday" that aired in the Los Angeles, Sacramento, San Francisco, and Palm Springs, Calif., markets in the past two months.

The $40 million, multi-year Thrive campaign was created in partnership with Warren, Michigan-based advertising agency Campbell-Ewald, which has worked with Kaiser Permanente since the rollout of the first ads in 2004. The new television commercials will run in seven of Kaiser Permanente's eight operating regions this year: Northern and Southern California, Oregon/Washington state, Colorado, Georgia, Ohio, and Hawaii.