The decision to place an aged loved one into assisted care is never easy. On the one side you have the pride of the the grandmother or grandfather, who has been independent for longer than their children have been alive. And then on the other side, you have the children who don’t want their parents to feel as though they’re being imprisoned in a home.
And in its new TV ad by Rainger & Rolfe and Film Construction, Oceania Healthcare addresses this awkward situation by showing that sometimes both the parents and their children are on the same page without realising it.
Titled ‘her idea’, the new 60-second commercial will run throughout October and November, followed by cut-down 30-second spot in 2016.
“Raising the subject of moving is often difficult both for the family and the older person,” says Oceania Masters general manager of sales and marketing Jill Birch. “We wanted people to talk to us when they’re ready. There are a myriad of options available to them and we wanted to position ourselves as the go-to place where they can ask their questions.”
Rainger & Rolfe managing partner Ant Rainger says the team aimed to do something different from the conventional rest home advertising.
“It’s a very clever script and beautifully filmed” says Rainger says. “And while ultimately we wanted to communicate the core proposition around care, we felt there was also an opportunity to build brand equity by breaking the category norm.”
Oceania: Jill Birch, Bronwyn Webster
Agency: Rainger & Rolfe
Account management: Ant Rainger, Cess Underwood, Stella Terrell
Creative Director + writer: Hugh Walsh
Art Director + design: Lauren Proud
Production company: Film Construction
Director: Mick Andrews
Producer: Patrick McAteer