Embrace Pet Health Insurance :30

For each of these concepts, the basic foundation of the story will remain the same. The use of photographic techniques, editing, voiceover, title cards and music will alter the mood and feel of each spot, from emotional and heartwarming, to comical and humorous. 

The Story:

All of the spots will highlight the story of Jeremy Hunt and his dog Newcastle. Newcastle was struck with hemorrhagic gastroenteritis (HGE), which comes without warning and can kill a dog unless aggressively treated. It is a textbook illness to convince someone to have insurance. The treatment involved an expensive overnight stay at the hospital with IVs, medications and round the clock monitoring. Having insurance allowed Jeremy to consider Newcastle’s well-being ahead of any monetary issues.

Concept #1:

This version will be a very traditional telling of the story. It’s going to be the most “emotional” treatment. The spot will open on images of Newkie running, playing and loving life. The voiceover will introduce the viewer to Newkie. You won’t be able to help but fall in love with this guy right away. 

The voiceover will talk about the sudden and terrifying onset of the HGE. We’ll overlay this audio with close-ups of Newkie with extreme shallow depth of field that forces the viewer to look right into his big brown eyes. How could you not want to do everything to help this guy? It’s easy to talk about alternatives to spending money when a pet is stricken with a expensive-to-treat disease, but when you’re looking into their eyes and they need your help, how can you say no? 

From there, the voiceover will go into how having Embrace Pet Health Insurance allowed Jeremy to focus on treatment rather than the cost, and gave the talented doctors the ability to do whatever was required to make Newkie better. 

We’ll end on some great footage of Newkie and maybe Jeremy playing as the spot cuts to a title card with the Embrace logo, tag line and website information.

Concept #2:

I’m calling this version the “Children’s Book of Pet Insurance.” This version will really play up on the cute aspect of Newcastle and bring a slight humorous twist to the topic. I see this spot utilizing a lot of stills and adding motion through the use of stop motion work in addition to video. 

The spot will open on a great photo of Newcastle. Voiceover: “This is Newcastle the dog.” Still of Jeremy. “This is his friend, Jeremy. They love to play,” as the images switch to Newkie tackling and slobbering all over Jeremy who has a look of disgust but love in his eyes. The story will unfold like this with voiceover describing the images like a kid’s picture book. 

I want the look and feel to be professional, but at the same time as if a group of kids were making a movie about their best friend who just so happens to be a dog and their dad is a world class filmmaker. We can throw in additional cute bits about Newk’s best animal friend who is a turtle (that is absolutely true—weird but true) and other cute and sincere bits that will make the viewer feel connected to the dog and his story and relate to the dilemma when he gets sick.

The story will unfold on a backdrop made of construction paper and all of the props will be assembled from things that kids could find laying around their house that they would use to dress up their dog. Everything will be shot with still photography but animated slightly using stop motion techniques. Here’s one example. The VO says “ but Newkie got sick” poof an old time ice bag and thermometer appear on Newks head. The voice over says “No, really sick.” Newk snaps to a bed with a home made IV bottle and stand. The VO would talk about how he could have died but thanks to Embrace his friend was able to get him help and he got all better. All the while the backdrop remains consistent but is constantly being redressed based on where we are in the story. 

The spot would end with an Embrace title card, information and web address in a similar style as the rest of the spot.