Review: Community Change Healthcare

We’re going to be seeing a lot of health care ads as the battle to finally pass comprehensive health care for all Americans heats up.   I usually like to find something good to say about a video.

The Good

So here goes:  This video is provocative, and I’ll give it points for at least trying to do something to get attention.  The shot of the stethoscope on the wallet is memorable, and in the right context could become a symbolic foundation for the push to pass universal coverage.

Unfortunately, that’s all the positive I can find.  Health care is an important issue in the lives of many Americans — especially those without coverage.  This video seems to trivialize it, confusing shock value for emotional resonance.  As a concept it fails the critical test in that it is disconnected from the core message they’re trying to convey.

The Bad

In addition, it’s poorly executed.  I understand stretched budgets, and the fact is that a good compelling story should overcome any technical or execution deficiencies.  These days there are plenty of good-looking cheap formats that could have been used; I think my ZI-6 shoots better video than we see here.  A short video doesn’t excuse poor acting. This is seduction, really? Seriously?  Maybe it’s a moot point, but again if you’re going to go in this direction, you better do a damn better job.

The message is clear: insurance companies getting in between you and your doctor. Pretty simple. But there’s no connection, no emotion by the point you get to that point.  Again, if you had created some emotion, gotten the audience to invest in the story you were telling at the start, when you get to the stethoscope on wallet shot, that could have been a powerful kick in the teeth, with almost no additional commentary needed… Instead the shot goes wasted.

Final Grade:

Form (on a scale A-F): F

From concept to execution, this is a mess.  It’s a gimmick that doesn’t help drive its message, so it becomes a bad gimmick, badly done.

Function: (on a scale A-F): D

Its message is clear at least, and the shot of the wallet does make a statement. But I’m not sure if anyone would stick around for it or even care about it when we got there.

Final Grade: (on a scale A-F): D-

I would have given this video an F because it really does fail to achieve anything of substance, but the wallet shot redeems somewhat. But a bad execution of a bad concept is especially harmful on an issue as important as this one.  All it does it set the cause back.

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