F. Scott Fitzgerald at Starbucks?
Promoting Johns Hopkins, ads like these feature iconic figures
suddenly back from the dead, this side of paradise.
“Brand” Takes Manhattan
The Imagine Campaign boosts the JHM
profile beyond Baltimore
Late last month, Johns Hopkins Medicine began appearing
in advertisements carried by high-end magazines and national
news shows—in New York City.
These are not your run-of-the-mill health care ads. Noticeably
absent are doctors, nurses and patients. Instead, unforgettable
figures like Louis Armstrong, Lou Gehrig and Lucille Ball
are shown in contemporary settings. In one print ad, a vintage,
black and white photograph of F. Scott Fitzgerald is artfully
integrated into what looks to be a Starbucks.