Brownstein and Alkemy X Collaborate in New Inspira Health Spot Featuring Classic Board Game

Inspira Health, a leading nonprofit healthcare organisation in New Jersey, has unveiled its latest integrated campaign, which joined the ranks of many highly anticipated commercial spots that aired during Sunday’s big game.

Developed by Brownstein, one of the nation’s longest-running independent agencies, and produced by global creative studio, Alkemy X, the regional spot showcases Inspira Health’s expert doctors and leading-edge DaVinci Surgical System engaged in a complex performance: a classic family board game involving surgical precision and dexterity.

In recent years, healthcare delivery has been transformed by new technologies that make complex surgeries possible through robotics and trained expert surgeons. As a healthcare organisation focused on innovation and patient options, Inspira Health sought to inform its audience of options for top-of-the-line, minimally invasive surgery, emphasising the precision, ease, and convenience of such procedures today.

In order to appeal to Inspira Health’s audience, and to fit within the culturally relevant and humorous nature of last weekend’s commercials, Brownstein’s creative team turned the intimidating prospect of surgery into a clever show of technical virtuosity and classic humor. The classic surgery board game serves as the canvas, where the DaVinci Surgical System, in the skilled hands of an Inspira Health physician, showcases her prowess and the potential of new robotics technologies.

Brownstein’s concept and direction work at many levels: showcasing Inspira Health staff, technology, and facilities, while introducing tasteful, relatable, and lighthearted humour to a large regional audience expecting the best in advertising creativity. “When it comes to minimally invasive surgery, we don’t play around,” sums up the punchline at the end of the spot.

The spot was produced by creative studio Alkemy X and directed by Anthony Pellino, who worked closely with the Brownstein team to deliver all the traditional trappings of a healthcare ad with an unexpected twist. To infuse the precision and innovation of advanced medical robotics technology with the lighthearted nostalgia of a childhood board game, Alkemy X balanced cinematic lighting with the surgical robot’s buoyant movements and a larger-than-life game board. The production allows viewers to feel like they were dropped onto the board game with a front row seat to every precise move being made by the robot. The spot champions the surgeon and surgical technicians as the heroes they are, while personifying the robot to disarm the viewer from any lingering fears they associate with surgery.

Inspira Health’s latest commercial premiered during Sunday’s pre-game, and carried the healthcare provider’s message to a large regional audience. The spot will continue to run throughout the year, accompanied by social and interactive digital marketing.

“The Brownstein and Alkemy X teams delivered the ideal balance of humour, visual appeal, and targeted messaging,” said Kathy Scullin, vice president of marketing and public relations at Inspira Health. “More importantly, the spot emphasises our commitment to patient choice, physician expertise, and innovative healthcare technology.”