Korn Hynes hits hard with “Don’t Fight Fair”

Korn Hynes is proud to announce the launch of the “Don’t Fight Fair” campaign for Summit Medical Group MD Anderson Cancer Center (SMGMDA). The campaign includes TV, radio, print and OOH.


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Summit Medical Group MD Anderson Billboard.


While car brands and cancer care may not seem to have much in common, Korn Hynes co-founder John Hynes, leaned on a legendary car-maker’s campaign to inform our strategy for the new SMGMDA campaign. “We’re taking our cue from ‘Not your father’s Oldsmobile’” he says. “SMGMDA is offering a new generation of cancer care, from diagnosis all the way through treatment.” The “Don’t Fight Fair,” campaign mirrors the “gloves are off” nature of the SMGMDA approach. A course of cancer treatment at SMGMDA not only offers world-class doctors and technology, but also nutrition, wellness, and hands-on navigation to demystify and strengthen a cancer patient’s battle.

“Cancer comes at you from a billion different directions,” remarks Hynes, “so we want patients to know SMGMDA will provide them the same level of fight.”

Cancer care marketing is a tightrope walk over myriad ethical pitfalls. The world is littered with cancer treatment ads that offer false hope and create unreasonable expectations. We took this challenge head on as we crafted a campaign that strives to tell the truth: There’s nothing fair about living with cancer.

Writing ads for any client becomes somewhat easier, though, when your client’s performance lives up to its hype. This year, U.S. News & World Report chose MD Anderson Cancer Center as the #1 cancer center in the country. MD Anderson’s market leadership notwithstanding, our campaign avoids the overpromising and over-emotional appeals of many competitors, while offering confidence in SMG’s philosophy and MD Anderson’s tactical approach.

Hope does not cure cancer. With this campaign, we’re saying cancer care is not the “hope business.” SMG is in the “fight business.” And with opponents like cancer, you don’t fight fair.

Summit Medical Group MD Anderson Television Commercial.