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JUGGLING ACT Below: Reversing the age-old adage, Helix Health shows TV viewers that "medicine is the best laughter," in a spot by Eisner & Associates, Baltimore. A non-Helix physician juggles, balances a stool like a seal in a circus act and generally ignores his patient, who lists her symptoms while unaware of the activity behind her. "If this is the way your doctor listens to you," a voice-over says, "give us a call." Creative Director Bill Mitchell says the humorous approach taps into how people feel they are treated by doctors. "By acknowledging this sentiment, we really set the stage for differentiating Helix physicians from the pack," he says.
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