GEHA Health & QB Patrick Mahomes Highlight How ‘Commitments’ Aren’t Made With Words

GEHA (Government Employees Health Association) Health teamed up with Patrick Mahomes to honour US federal employees in a campaign called ‘Commitments’ spearheaded by national television advertising and aimed at supporting the behind-the-scenes work of government employees.

GEHA Health collaborated with agency MERGE and production company Five to Sixty to launch an integrated campaign fronted by Kansas City Quarterback and NFL MVP Mahomes which launched at the start of the new football season.

Built around a hero commercial airing on TV throughout the 2021 NFL season, the ‘Committed Feat Patrick Mahomes’ spot sees Mahomes go through a visual representation of a day in his life alongside the intense work of US Federal employees to showcase the hard, behind-the-scenes everyday work of those employed by the government.

Director Jake Oleson’s aim behind the camera was to film Mahomes in a way that compares his commitment and hard work to the often thankless work that federal employees do on a daily basis by drawing parallels between the quarterback’s intense training and the extraordinary work of these employees that is often taken for granted.

The campaign message is to demonstrate the degree to which GEHA is committed to providing health and dental benefits to a group it describes as the most committed people of all – Federal Employees – and the creative features the hashtags #GEHA #GEHAxKCChiefs #PatrickMahomes #GEHAField and seeks to drive viewers to find out more about the organisation https://www.geha.com/

“It was important from the beginning to use the sequences with Patrick to emphasize the work the federal employees do that makes our country run,” explained Five to Sixty Head of Production Jack Rosman.

The campaign was briefed by and created for the marketing team at GEHA Health which included Chief Growth Officer Shannon Horgan, VP Of Marketing Lori Wiles, Marketing And Brand Manager Andrea Goodmon, Director of Marketing, Brand And Creative Debbie McKinnon, Sponsorship Advisor Kathy Collins, Strategic Partnership Manager Taylor Davis, Marketing Design Manager Nicoletta Niosi Ortiz, Senior Marketing Communications Designer Victoria Stempleman, Marketing Communications Designer Tyler Shannon, Account Supervisor (GMR) Kevin Smith and Senior Director (GMR) Lindsay Grassia by MERGE.

The group working on the project at the creative agency included EVP Client Service Kellie Bliss, VP Creative Leader James Holden, Associate Creative Director (Art) Josh Liotta, Associate Creative Director (Copy) Danny Cady, Senior Account Executive Andelyn Fernandez and VP Video Production Leader Jami Gettings

Production was by Five To Sixty with Director Jake Oleson, Executive Producer Nic Weinfeld, Head Of Production Jack Rosman, Producer Rich Salamone, Production Supervisor Ryan Murray, Production Manager Marie Gough and Production Coordinator Jor-El Washington.

Comment:

For GEHA, this earnest and impactful commercial and the wider campaign acts as an homage to its federal employee customers who push themselves each and every day for their community and their country.