Emergency responders are attracted to the demanding challenges of saving lives amid extreme conditions. So when the Air Guard asked LM&O Advertising for help recruiting health professionals to serve in Homeland Response Forces (HRF), the agency created a TV spot depicting some of the intense, high-stakes situations medical Airmen encounter.
Rolling out nationwide, the new 30-second ad, called “Edge,” opens with an HRF medical team intubating a patient in the back of a turboprop plane. It shifts to an Air Guard medic delivering CPR aboard a life raft in a violent storm, and concludes with an HRF unit rescuing victims from the devastation of an earthquake.
“We wanted to communicate to health care professionals that the Air Guard is a place where they can make a meaningful impact in situations where they are critically needed,” said LM&O Chief Creative Officer Dave Marinaccio. “By showing an operation at 35,000 feet and the scale of our response to an earthquake, we issue a very clear challenge: Do you have what it takes?”
Airing across the country through the end of 2012, the ad appeals to the target audience’s passion to serve in highly demanding environments. It highlights the opportunity for medical professionals to help members of their own community, concluding with the promise: “You’ll practice extraordinary medicine for the people who need you most.”
View the new spot here: https://vimeo.com/42719834
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