Cedars-Sinai is a proud partner of the Los Angeles Rams NFL team. The Rams made it to the Superbowl this year and we wanted to wish them luck with a full-page ad in the LA Times special edition, which ran the week before the game. This ad was specifically from the Kerlan-Jobe Institute—the orthopaedics /sports medicine division and team doctors for the Rams. The goal was to show solidarity with the Rams in a unique way that only Cedars-Sinai could do.

We wanted to do something simple and arresting for this—something that would make LA Times readers and Rams fans stop and look before they turned the page. Something visually clever that showed our passion for the team in a unique way. The idea of an x-ray of a ram’s skull came up and we thought it worked really well, since x-rays and bones are something we see a lot in orthopaedics. The headline underscored that idea as well as our deep fandom for the team. 

The client’s reaction to this ad upon first seeing it was “That’s badass!”  It delivered the intended message of support and wishing luck to the team while nailing the tone of confidence and proud partnership. As the Los Angeles Rams continued to outperform their competitors and eventually take home the NFC Championship, we saw an opportunity to support our partners by securing a premium back (full) page placement in the LA Times Super Bowl Special Section. Through this special section, we reached over 600,000 people in the Los Angeles DMA with our message.