Bob Schwartz

Cleveland Clinic’s Power of Today Ad

The new Cleveland Clinic commercial campaign, The Power of Today, is a model of TV advertising, showing the value of good basic messaging combined with a tactical twist.

Cleveland Clinic is one of the best-known and most-respected health care providers in the nation. More than just a hospital with world-class specialty care, it operates facilities and clinics covering a range of needs, from the everyday to the most sophisticated.

The clear and appealing messages of the 60-second commercial are:

  1. Cleveland Clinic is a world-class provider.
  2. Despite being world-class, it is also approachable, accessible, and patient-centric. It is for everybody. It is for you.
  3. You don’t have to wait for that level of care. You can get an appointment with one of our doctors today.

The master commercial says this:

Today is a big day. Today we greet you, treat you, care for you. Today you can come to us for anything, everything or just to get that thing checked out. Big, small and yes. The best heart care in the nation. It’s here everyday for everyone. That’s the power of Today. Call Today. We’re here for you.

That’s where the twist comes in. To emphasize and realize this point about today, versions have been produced and are running each day of the week (“Today is Monday” and so on).

Even knowing how the magic trick is done (“How does that commercial know that today is Monday?”), the effect is arresting and supportive of the core message. With great straightforward copy (check out the number of one syllable words above) and solid but unfussy visuals, this is how it should be done.

Political Fairness and Context

All is fair in love, war, and politics. Most don’t actually believe that unconditionally, but when push comes to shove, principles of fairness have a way of bending in the furtherance of some higher causes and outcomes.

As a politician, Mitt Romney appears to be more than rhetorically challenged. He seems to have some kind of disability when it comes to expressing himself spontaneously in a politically positive way. Examples are by now too many to list, though if he does become the Republican Presidential candidate, every last one of the verbal blunders made and yet to be made are sure to be front and center.

In a radio interview this week, Romney was asked about federal spending he would cut as President, and among other programs, he said he would “get rid of” Planned Parenthood. It is obvious that what he meant was that he would cut federal support for Planned Parenthood. But since everything that any politician says can be taken and used in different ways, there are a number of possibilities:

He meant just what he said, inartfully as usual, that he would cut federal spending for the organization, and that no tax money would be spent there.

He meant that he would cut federal spending for the organization, which in turn would “get rid of” Planned Parenthood. Romney presumably knows better and knows that Planned Parenthood has other funding sources, though it would be no doubt be hurt by such a cut.

He meant to send a message to some conservative voters that he disdains Planned Parenthood as much as they do, and while he would only be able to propose cuts in federal support, if he had the power to directly control the fate of the organization (which he wouldn’t), he would love to get rid of it.

A number of vocal and visible Democratic proponents believe and have seized on the last interpretation. But to make that point, and to avoid getting into long-form exegetical nuance, they simply quote Romney saying that he wants to get rid of Planned Parenthood. The problem is that in context, that isn’t what he said, even if he meant or was signaling something bigger and more significant.

Democrats regularly complain, justifiably, when they and President Obama are the targets of out of context quotes and multimedia moments. As with all kinds of questionable tactics, from love to war, it comes down to a choice between adopting the inglorious approach, fire-with-fire, or recognizing and reaching for higher ground. The point of fairness is that if it isn’t universally applied, it becomes an expedient tool to be used or left in the toolbox as the situation demands.

If truth is the first casualty of war, maybe fairness is the first casualty of politics. But it shouldn’t be, because we are better than that. Or at least we think we are.