Hill Holliday repurposes user-generated YouTube videos for a set of heartwarming commercials for Harvard Pilgrim Healthcare, each focusing on the good we can do when we all come together. See all three executions on the right.
The brand's "teamwork" positioning is also echoed in sets of print and OOH ads, each of which focus on the company as just being a gathering of like-minded, helpful individuals. Ads will include instances of famous partnerships, like "Salt n' Pepa" and "Lucy and Ethel," billboards sans headlines so as not to distract drivers, and an upcoming installation that only plays music when two people are playing.
We've seen the use of home video in ads to great effect before, notably in the non-Olympics work for Hostess created by Bernstein-Rein.