Henry Ford Health recruits Detroit Lions coach Dan Campbell for NFL Draft advertisement.

More than 12 million viewers tuned in to watch the opening round of the 2024 NFL Draft on Thursday night, where they may have noticed the prominent presence of a healthcare system during the broadcast.

With this year’s draft hosted in Detroit, Henry Ford Health aired a 60-second advertisement as part of its We Go For It campaign, celebrating its hometown. Narrated by Detroit Lions head coach Dan Campbell, the ad emphasizes the health system’s dedication to serving the Metro Detroit area and the broader Michigan community.

Campbell’s message, highlighting the importance of seizing opportunities when the game is on the line, resonates with Henry Ford Health’s mission. The health system, serving as the official healthcare provider for the Lions, sees Campbell as embodying courage, resilience, and unwavering commitment, qualities reflected in its team members and patients.

Heather Geisler, EVP and chief marketing, communications, and experience officer at Henry Ford Health, expressed confidence in Campbell’s ability to convey the organization’s story, especially as the nation’s attention turns to Detroit.

In addition to Campbell, the ad features members of the healthcare provider organization and Detroit Lions wide receiver Amon-Ra St. Brown, who serves as a brand ambassador for Henry Ford Health.

This strategic move to tap into Detroit’s passion for football follows the Lions’ recent success, including their first playoff victory since 1992 and a trip to the NFC Conference Championship game.

Henry Ford Health collaborated with its agency of record, Detroit-based firm Campbell Ewald, and independent media company Alkemy-x to produce the TV spot. The health system also launched a timely out-of-home activation, displaying billboards throughout the city during draft weekend with the message, “With the first pick, Detroit selects: Henry Ford Health.”

Looking ahead, Henry Ford Health plans to extend the campaign’s reach across TV, digital, and social media platforms.