We are bombarded with advertising each and every day. Constantly being sold to, and no one likes that. Most of us spend our lives trying to avoid advertising. But the Super Bowl is the exception. It’s the one time of year where many of us look forward to watching advertising. We want to be entertained. It’s our big day. To repeat a bad joke, it’s the Super Bowl of advertising. 

While watching this year I had a thought: we lean in as an audience because we expect more from the ads. Advertisers pay so much — as much as $8 million for 30 seconds this year. They should be good. They should be entertaining. But in this sea of creativity, humor, and entertainment for entertainment’s sake, is healthcare a fit? Is healthcare advertising even allowed to be entertaining? The answer is yes, and here’s why.

As we know, entertainment doesn’t always mean over-the-top spectacle. It’s telling a great story, evoking emotion, and thus capturing attention. There’s a perception that because of the nature of healthcare, and the kinds of ads we’re used to seeing, the messaging needs to be more serious, and information based.

There’s merit in doctors speaking in calm tones, patients expressing gratitude, and statistics proving a hospital’s excellence. But it’s been done in the same way over and over again. Unless it’s produced at the highest level, in unique and interesting ways, it’s not going to break through the healthcare clutter — let alone all the other clutter.

If entertainment is rooted in storytelling, then healthcare has all the elements you need for a great story: life, health, struggle, resilience, and hope. Everyone gets sick, and everyone wants to be well. It’s a universal experience, one of the few universal experiences in a world where common ground can be hard to find. A compelling, well-crafted story can demonstrate compassion and expertise, strengthening a brand’s credibility and helping to build trust faster. Trust is everything in healthcare.

If healthcare is allowed to be interesting and entertaining, how do we do it?

Here are four things to keep in mind.

Tell powerful stories. Real human stories are the heart of healthcare. The bond between caregivers and patients, the triumph of medical breakthroughs — they’re naturally compelling. That’s why there are always multiple hospital shows on television at any given time and there have been for decades. When well-crafted, these stories are entertaining, inspiring and create deep emotional connections. They can also inform and lead people to make the right decisions for their health.

This long form story from Macmillan Cancer Support really captures the range of strong emotions related to cancer care.

Be cinematic. Some of the most successful healthcare ads have embraced high production values and storytelling techniques typically reserved for film and television. By investing in beautiful cinematography, evocative music, and carefully crafted narratives, healthcare brands can create content that feels like a short film rather than a traditional ad. But don’t be mistaken, a bigger budget doesn’t guarantee a more interesting and memorable story. It’s how the craftspeople put it together.

This ad is a good example of a powerful story told very well. It came to mind after seeing the touching Lay’s “The Little Farmer” ad during the game. Both told similar stories, but the pay-off of ending cancer was really powerful.

Use humor, when appropriate. The key to using humor in healthcare advertising is to strike a balance. Acknowledge the seriousness of healthcare while finding lighthearted moments that resonate. Industries that were traditionally boring and risk averse in their advertising, like insurance (Geico, Progressive, etc.), have taken up the comedy reigns. Even health insurance has gotten into the action. This older campaign from Cigna, “TV Doctors of America,” was funny, engaging, and still drove home an important healthcare message. And it took a good poke at the clichés of healthcare advertising to boot.

Another example is this spot for Emory Healthcare that shows how a health system fits into your busy, chaotic life.

Focus on hope and optimism. Healthcare is about challenges, but it’s also about solutions. People want to feel hopeful about their health and their future. Ads that focus on resilience, innovation, and the triumph of the human spirit can be incredibly powerful.

Talk about the triumph of the human spirit, this inspiring film puts into perspective what being a nurse really means.

What about this year’s Super Bowl?

I felt the clear healthcare advertising winner was Pfizer. The pharmacy giant produces a laundry list of drugs — everything from Advil to Zoloft — but their “Knock out” ad reminds viewers they have a larger mission as well. The ad is similar to a 2016 ad by SickKids Foundation, “SickKids VS: Undeniable,” so it loses points for originality, but it’s well-crafted and the message is memorable. And making people feel good about the pharmaceutical industry is a tough assignment these days.

As for non-healthcare ads, one of my favorites was Google’s “Dream Job”. It’s a great example of taking a human story and crafting it perfectly. The filming, editing, music, and sound were beautifully executed to convey authenticity and tell an engaging story. And the “scary” AI product was at the center of the story. Kudos.

One last thought

Not only is entertaining healthcare advertising possible — it’s essential. Because when a message is compelling, it isn’t just seen. It’s remembered. And in healthcare, where the right message can change or even save lives, that’s more important than ever.