Sydney based fertility clinic Genea will today launch a powerful TV commercial featuring a woman giving birth to support the organisation’s rebranding from Sydney IVF.
The ad has been created by Rhodes Shapter and directed by Zia Mandviwalla from Curious Film in New Zealand. MEC is the media agency.
Creative director Dale Rhodes, Creative Director at Rhodes Shapter, said use of TV was unprecedented in the fertility category in Australia. “It is, to our knowledge, the first time a real birth has been shown as a commercial in Australia. High impact and totally relevant to the brand – birth and healthy babies is what Genea is all about.”
The TV campaign, running on Nine, Seven, 7Two, Go and Gem, will be backed with social media and DM activity.
Rhodes said: “Zia had a fantastic intuitive response to the script. She also had great experience in working with non-actors. We were able to find a mother who had had three previous uncomplicated births and was planning to use a birth centre, as this was ideal for filming.
“Zia built up a close rapport with the mother, father and midwife. We then flew to New Zealand a few days before the due date and waited for the labour. We shot on two cameras over a six-hour period.”
The ad is set to an original score by NZ composer Don McGlashan.
Media agency MEC is working on the campaign and the ad will run on channels and online.