Henry Ford Health Celebrates Detroit Grit in New Ads Featuring Detroit Lions Head Coach Dan Campbell

April 25, 2024
Two Henry Ford Health team member fist bump

DETROIT—Fans of the Detroit Lions recognized the trademark determination of head coach Dan Campbell in the voice over of a new ad for Henry Ford Health that debuted during the broadcast of the 2024 NFL Draft. The 60-second TV spot is generating buzz on the Detroit-based health system’s social media.

The new campaign, titled "We Go For It," draws inspiration from Campbell’s fearless leadership and his unconventional approach to the game, particularly his willingness to "go for it" on fourth down.

“At Henry Ford Health we go for it,” Campbell says in the ad’s voice track. The script continues: “We don’t back down. We drive forward. And you know what? It’s worth it every time.”

“Coach Campbell is the embodiment of courage, resilience, and unwavering commitment. I see those same qualities every day in our 33,000 team members and our incredible patients,” said Heather Geisler, Executive Vice President and Chief Marketing, Communications and Experience Officer. “We couldn’t think of anyone better to share the Henry Ford Health story, as the eyes of the country look to Detroit this week and beyond.”  

As the viewer hears Campbell’s Texas timbre, they see actual Henry Ford team members. Amon-Ra St. Brown, the Lions’ dynamic wide receiver and Henry Ford Health brand ambassador, also features prominently on-screen. 

People driving to and from Detroit and the NFL Draft are also noticing new eye-catching Draft-inspired billboards that draw attention to Henry Ford’s esteemed role as the official healthcare provider of the Detroit Lions. The billboards say: “With the first pick, Detroit selects: Henry Ford Health.”

Tim Coughlin, Henry Ford’s Vice President of Brand Engagement, said the TV ad and billboards are part of an external and internal communications push drawing on the excitement of the NFL Draft, taking place for the first time in Detroit.

“We are taking this opportunity to let everyone know—from the people who walk through our doors to the NFL fans who are experiencing our city for the first time—the impossible is possible in large part because of the grit and determination of the people who live in areas we serve and work at Henry Ford,” Coughlin said.   

The ad celebrates Henry Ford’s Detroit heritage, reinforces its dedication to pushing the boundaries of what is possible in health care, and highlights the system’s commitment to statewide community partnerships aimed at delivering the healthcare of the future. 

Alongside Tom Gores and the Detroit Pistons, Michigan State University, and the Gilbert Family Foundation, the health system breaks ground this year on a $3 billion campus expansion project in Detroit that includes a rehabilitation hospital through a partnership with worldwide rehab leaders Shirley Ryan AbilityLab, a groundbreaking medical research building, residential and retail space, and more, which will redefine health and wellbeing for the entire region.

Henry Ford Health created this new advertising campaign with several partners, including its agency of record, Detroit-based Campbell Ewald, who led creative input, and Alkemy-x, who produced the commercial. The "We Go For It" campaign will roll out across various media platforms, including TV, digital, and social media, reaching audiences throughout the Detroit area and beyond.


MEDIA CONTACT: mediarelations@hfhs.org


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