Guilt Is the Most Effective Medicine in This Relatable New York Clinic Ad

CityMD urges millennials to stop self-diagnosing

Everyone here would like a word, please. - Credit by CityMD

Playing the role of armchair doctor sounds harmless until a few clicks about a sore throat leads you to believe you’re on death’s door.

CityMD, the largest urgent care provider in the NY Metro area, launched “You Need Some CityMD” in response to research that found 90% of millennials try to self-diagnose their illnesses rather than see a doctor.

Since sharing is caring, except when it comes to germ spreading, the campaign, launching to coincide with flu season, focuses on the ease and convenience of visiting a CityMD provider and keeping the sickness at bay.

A 60-second anthem spot shames Meredith, an unseen, sick woman. What looks like a holiday gathering is actually an intervention for Meredith to see a doctor about her cough. In a living room crammed with people, Meredith’s parents and sisters weigh in, along with her roommate, pet dog, last guy she met online and her rideshare driver.

“We all have a Flu-infested Fred in our office, and it makes us want to do a swan dive into a pool of hand sanitizer,” said Terri Meyer, co-founder & CEO of Terri & Sandy, the agency behind the campaign. “This campaign is dedicated to all these sorry souls who desperately need some CityMD.”

Terri & Sandy was named lead creative agency for CityMD in July.

A 30-second version of the spot will run on TV, social and paid digital video. A series of 15-second spots feature Meredith’s dog and introduce new characters like a girlfriend concerned about her boyfriend’s medical search history and a young girl spending her childhood in a waiting room as her sibling waits to see a non-CityMD doctor.

“At CityMD we believe that everyone should have access to quality, convenient medical care,” said Julie Kang, senior vice president of sales and marketing at CityMD. “CityMD works for the patient to serve them kinder, faster and with the most affordable options that meet the changing needs of today’s busy consumers.”

Out-of-home creative launches Dec.1 on NYC subways and Long Island Railroad—essentially large Petri dishes for germs to manifest.


Client: CityMD
Founder and CEO: Richard Park, MD
Chief Experience and Brand Officer: Calvin Hwang
SVP, Sales and Marketing: Julie Kang
VP, Marketing: Richard Gagliano
Marketing Manager: Eric Salamone

Lead Creative & Strategic Agency: Terri & Sandy
Co-Founder & CEO: Terri Meyer
Co-Founder & CEO: Sandy Greenberg
Creative Director, Copywriting: Chris Cannon
Creative Director, Art Direction: JP Gomez
Copywriter: Mark Carlson
Junior Art Director: Susan Lee
Copywriter Intern: Rebecca Baldwin
Integrated Account Director: Irina Gilbertson
Account Executive: Stephen Vocaturo
Director of Strategic Planning: Tracy Chapman
Strategic Planner: Molly Thompson
Executive Producer: Chris Lenz

Video Production: Gifted Youth
Director: Sergio Cilli
Executive Producer: Dal Wolf
EP of Production: Anthony Ficalora
Producer: Kelli Wheeler

Video Editorial: Nomad Editing Company
Editor: Jim Ulbrich
Assistant Editor: Hannah Wilk
Executive Producer: Jennifer Lederman
Senior Producer: Valerie J. McAndrews
Colorist: Stephen Picano
Finishing: Alexander Chizhov

Sound: Sound Lounge
Mixer: Glen Landrum

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Amy Corr is a contributor to Adweek.
Publish date: November 9, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT