MiniMed - The 780G Insulin Pump & Instinct Sensor Commercial

The Background: Medtronic the leading health technology company in the world was launching their new insulin pump and sensor, the MiniMed 780G system + Instinct sensor. The diabetes marketplace is crowded and Medtronic wanted to stand out with a unique, distinctly creative spot that stood out from the more banal healthcare commercials while explaining the product benefits.

The Product: MiniMed 780G system + Instinct sensor is an automated insulin delivery (AID) system for people with insulin-requiring diabetes that continuously adjusts insulin based on glucose levels. It combines an insulin pump with a continuous glucose monitor (CGM) and SmartGuard™ algorithm to help maintain glucose in range with insulin delivery adjustments every ~5 minutes.

The Insight: Living with diabetes is an all-consuming experience. It’s a life defined by high stakes math, endless second guessing and domino effect decisions, where every meal, movement, and moment demands constant vigilance and discipline. The exhaustion of living with the relentless drill sergeant that is diabetes creates a never-ending barrage of noise, drowning out moments that are meant to be enjoyed. 

The Strategy: Life is imperfect. That’s what makes it worth it. Despite its stifling structure, people with diabetes want to be seen as more than their condition. They want the freedom to be spontaneous, even a little messy. The MiniMed 780G + Instinct/Simplera Sensor is made for people like them. It flexes, adjusts, and supports; so people with diabetes can live less like patients and more like people. Imperfection isn’t failure. It’s freedom.