NBA superstar Klay Thompson went to the floor in pain during Game 6 of the 2019 NBA finals. His ACL was torn. The Toronto Raptors went on to win the series and the title four games to two.
The five-time All-Star missed the abbreviated 2019-20 season but is expected to re-join the Warriors lineup when the 2020-21 season gets underway. Now, Kaiser Permanente introduces this short film called “Above the Waves,” which reminds us all how hard it is to fight through an injury or a serious setback of any sort. You need not be a fan of the NBA or the Golden State Warriors to appreciate the universal struggle here.
Thompson’s dad, NBA legend Mychal Thompson appears in the film, via voiceover. He powerfully suggests the need to, “Stay healthy, stay humble, stay hungry.”
And he notes that “If anything, this setback should make him hungrier,” referencing Klay’s desire to ascend to the top of the game again.
I love how the story opens with Klay talking about how he dreamed of achieving greatness one day. “The moxie that comes with being great, that takes years. Years of practice. Years of experience.” True dat and then some.
“Above the Waves” Made by Translation, Tool, and Cut+Run
Edited by Cut+Run’s Stacy Peterson and directed by Tool of North America’s Floyd Russ for Translation, the 6-minute film is a well made recounting of what it takes to become a champion and the dedication and takes to heal.
Peterson says, “I’ve worked with director Floyd Russ many times, and he always brings a distinct point of view and an element of surprise to his projects. There is always an idea that catches me off guard in the best possible way”
“The team from Translation was also a dream to work with and their enthusiasm for the film was contagious,” says Peterson.
“Plus we are all are huge sports fans, which made the edit process one of the most fun experiences I’ve had to date.”
What About Insurance? What About It.
The film from Kaiser Permanente was produced to help sell insurance. Does it help sell insurance? Did Mutual of Omaha’s Wild Kingdom help to sell insurance?
Belief in the brand’s promise helps to open the wallet. To help people believe and keep them in the franchise, a brand needs stories that resonate through the culture. And content marketing is the carrier of these stories, the vehicle that delivers people from “Consider” to “Buy.”
This kind of lifestyle content is a critical piece of the brand-building process, like framing for a new house. The brand needn’t ask for your business, because they’re asking for your attention. That’s enough for one short film. It successfully opens a door in a long selling cycle, and that’s it’s purpose.
