On Thursday night, more than 12 million people watched the first round of the 2024 NFL Draft and were likely surprised by the presence of a prominent health system during the broadcast. As the draft took place in Detroit this year, Henry Ford Health rolled out a 60-second ad in support of its We Go For It campaign to celebrate its home city.
The spot was narrated by Detroit Lions head coach Dan Campbell, who is also an ambassador for Henry Ford Health. In his message about having the courage and resilience to go for it when the game is on the line, Campbell emphasized that these traits are also central to Henry Ford Health’s mission. The organization serves as the official healthcare provider for the Lions and sees itself as an embodiment of these values every day.
Heather Geisler, EVP and chief marketing, communications and experience officer at Henry Ford Health, shared her excitement about having Campbell be part of the campaign in a statement. “Coach Campbell is an incredible representation of courage, resilience, and unwavering commitment,” she said. “I see those same qualities every day in our team members and patients.”
In addition to Campbell, the ad featured members of Henry Ford Health’s provider organization and Detroit Lions wide receiver Amon-Ra St. Brown, who is also an ambassador for the health system. The decision to lean into Detroit’s love of football came 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 along with independent media company Alkemy-x to produce
