The first round of the 2024 NFL Draft was watched by more than 12 million people, and they might have noticed a prominent health system during the broadcast. Henry Ford Health, based in Detroit, rolled out a 60-second ad to celebrate its home city and support its We Go For It campaign.
Narrated by Detroit Lions head coach Dan Campbell, the spot underscores Henry Ford Health’s commitment to providing care to the Metro Detroit area and the state of Michigan as a whole. Campbell’s message about having the willingness to go for it while the game is on the line – a trait that has defined his tenure atop the franchise – aligns with Henry Ford Health’s mission. Importantly, Henry Ford Health serves as the official healthcare provider for the Lions.
“Coach Campbell is an embodiment of courage, resilience, and unwavering commitment,” said Heather Geisler, EVP and chief marketing, communications and experience officer at Henry Ford Health in a statement. “I see those same qualities every day in our 33,000 team members and our incredible patients.”
The ad features members of the provider organization and Detroit Lions wide receiver Amon-Ra St. Brown, who is a brand ambassador for Henry Ford Health. The decision to lean into Detroit’s love of football comes months after the Lions won their first playoff game since 1992 and made a trip to the NFC Conference Championship game. The organization collaborated with its agency of record, Detroit-based firm Campbell Ewald, on the campaign. It also worked with independent media company Alkemy-x to produce the TV spot.
In addition to Campbell’s ad, Henry Ford Health also unveiled timely out-of-home activations throughout draft weekend. Billboards throughout the city read “With the first pick, Detroit selects: Henry Ford Health.” Going forward,
