Kaiser Permanente is a better idea for health care

Kaiser Permanente is rolling out a new national campaign, A Better Idea for Health Care, marking the debut of its first new brand platform in 25 years.

The campaign, created with Droga5 New York, part of Accenture Song, features new spots starring world-renowned soccer pro Son Heung-min of Los Angeles FC and the captain of the South Korean national team.

Created with stop-motion animation, the campaign highlights Kaiser Permanente as a singular health care haven where consumers benefit from an integrated, coordinated system and thus, a fundamentally better experience of care. The new ads feature an animated Son enjoying Kaiser Permanente’s holistic approach where physical, mental, and social health are treated as interconnected and with the same level of importance.

A Better Idea for Health Care launched in pilot markets last fall, and the debut of the new films starring Son usher in the campaign’s expansion to the national stage. The new storytelling demonstrates how integrated care and coverage work together to support both performance and everyday health.

With Kaiser Permanente serving as the Official Team Physicians of LAFC, the partnership with Son Heung-min for its A Better Idea for Health Care campaign is a natural fit ahead of the World Cup, drawing on his authentic alignment with KP's values and bringing KP's holistic approach to health care to his engaged global fan base on the world's biggest stage.

The campaign continues to build on a full ecosystem of media, including film, social, digital, audio, and out-of-home designed to make Kaiser Permanente’s model more visible and relevant in culture.

Kristy LoRusso, Chief Marketing Officer, Kaiser Permanente said: “This is about scaling a platform that’s already proven to resonate,” said “We’re taking the same core idea that there’s a better way to experience health care, and bringing it to more people, in more places, in more powerful ways.”

Kevin Brady, Executive Creative Director, Droga5 NY, part of Accenture Song adds: “When you get the gift of advertising a product as unique as KP, and the opportunity to also work with an athlete as unique as Son, you cannot make work that looks and feels like anything we’ve seen in health care before. So, we shrunk Son, turned him into clay, recreated one of his classic plays - all while getting a few exams as he ran down the field. Piece of cake.”

Son Heung-min added: "I've been fortunate to have people around me - my father, my teammates, my coaches - who taught me that health is about more than just physical fitness. It's about balance, discipline, and taking care of yourself from the inside out. Kaiser Permanente lives by that same philosophy, and I'm grateful to join them in sharing it with a wider audience.”

The campaign expansion coincides with a broader brand evolution for Kaiser Permanente, including a refreshed expression designed to more clearly reflect its positioning, “Radically Advancing Health.” 

The update introduces a more modern, digital-first identity system anchored by an evolved logo and the Helios symbol representing progress and a people-centered approach to care while reinforcing consistency across all touchpoints. The Helios also serves as the anchor to Kaiser Permanente’s refreshed logo.   

Together, the campaign and brand evolution are part of a multi-year effort to build a more distinctive, cohesive presence across markets.