The $18 billion group breaks a humorous network TV and print campaign from the Martin Agency, Richmond, Va., today. The campaign, tagged "Healthcare has never worked like this before," runs through mid-December.
Each of eight spots focuses on different services, from home healthcare to locating a hospital while on vacation. Dan Jenkins, who stars in the Broadway musical "Big," appears in the ads as an awkward journalist-type following hospital workers and others around with a camera.
`PREGNANT IN DENVER'
In one spot, Mr. Jenkins challenges a farmer: "Say you're pregnant in Denver, who are you going to call?" The guy wryly replies: "The 6 o'clock news."
"Consumers will identify with the desire to ask questions and the humor in an intimidating area," said Lindy Richardson, senior VP-marketing.