Hill Holliday encourages people to go ahead and be themselves, in an encouraging, uplifting new spot for Cigna. The brand's platform is "Go You," and seeks to celebrate people that push themselves to the limit, despite what others think. The brand tells the story of Jake Zeldin, who has a severe stutter that is somewhat debilitating. But one day, at a sleepaway camp, Jake found an unusual talent that he never thought he could have, which turned him into "Lil Jaxe."