Cigna Employs TV Doctors in Campaign to Help Save Real Lives
Patrick Dempsey, Noah Wyle and Alan Alda All Appear
Editor's Pick
While Patrick Dempsey may have made hearts race as Dr. Derek Shepherd (AKA McDreamy) on "Grey's Anatomy," he didn't save any actual lives, but as part of Cigna's new campaign, he's trying to do just that.
The health insurance market is in flux, causing concern for consumers across the country. Some insurers, including Cigna, are requesting higher premiums on the 2017 Obamacare exchange, while others, like Aetna, are pulling out of Obamacare altogether. Cigna's new campaign doesn't have all the answers, but it's telling people -- with the help of famous TV doctors -- that they can take control of their personal health by doing one simple thing: going for annual checkups.
In the 30-second spot, which was created by McCann and broke yesterday during "CBS This Morning" and the "Today" show, actors Alan Alda, Lisa Edelstein, Donald Faison, Noah Wyle and Mr. Dempsey tell viewers to "Go. Know. Take Control."
"We are the TV doctors of America, and we're partnering with Cigna to help save lives by getting you to a real doctor for an annual checkup," the actors say in the spot.
The commercial, which has a 48-second and 15-second version, also aired during the NFL season opener. Stephen Cassell, Cigna global brand officer, said the media budget for the campaign -- expected to continue into 2017 -- is about $9 million. OMD is Cigna's media agency and Edelman handles PR for the company. A series of additional campaign spots will run on digital and social channels at later dates.
Read more about the campaign over at AdAge.com.
Credits
- Date
- Sep 08, 2016
- Brand :
- Cigna
- Client :
- Cigna
- Agency :
- McCann-New York
- North America Chief Creative Office :
- Eric Silver
- Co-Chief Creative Officer :
- Tom Murphy
- Co-Chief Creative Officer :
- Sean Bryan
- Executive Creative Director :
- Larry Platt
- Associate Creative Director :
- Ferdinand Daniele
- Associate Creative Director :
- Tom Weingard
- Art Director :
- Daniel Aykurt
- Copywriter :
- Donnell Johnson
- Chief Production Officer :
- Nathy Avriam
- Executive Producer :
- Amanda Revere
- Music Executive Producer :
- Eric Johnson
- Music Producer :
- Dan Gross
- Global Account Director :
- Veronica Bertran
- Group Account Director :
- Trish Mello
- Account Director :
- Colleen Moisio
- Account Executive :
- Mike Morettoni
- Assistant Account Executive :
- Kayla Fu
- Business Affairs :
- Danielle Korn
- Director, Talent Partnerships :
- Kimberly Kress
- Group Director, Strategy :
- Julianna Katrancha
- Production Company :
- Untitled Films
- Director :
- Grant Heslov
- Executive Producer :
- Jim Evans
- Editorial Company :
- Mackenzie Cutler
- Editor :
- Ryan Steele
- Assistant Editor :
- Pamela Petruski
- Executive Producer :
- Gina Pagano
- Color :
- Company 3
- Colorist :
- Tim Massick
- Graphics and Animation :
- Schmigital
- Music Company :
- JSM Music
- Mix :
- Heard City
- Engineer :
- Jodi Levine
- Engineer :
- Evan Mangiamele
- Group Account Director :
- Jan Lemke
- Management Supervisor :
- Clifford Strashun
- Account Supervisor :
- Jay Cohen
- Assistant Account Executive :
- Siera June
- Senior Project Manager :
- Charelle Shaw
- Project Manager :
- Jennifer Yuan
- Senior Social Media Expert :
- Lisa Goldberg
- Director, Social Media :
- Randi Rosenfeld
- Director, Strategy :
- Tammy Hwang
- Art Director :
- Astrid Andujar
- Art Director :
- Cheryl Thrower
- Art Director :
- Tatiana Girman
- Creative Director :
- Carl Ceo
- Animator :
- Katie Kirschner
- Associate Creative Director :
- Rebecca Gardner
- Associate Creative Director :
- Ron Sullivan
- Director, Broadcast Production :
- Debra Airey
- Director, Graphic Services :
- Ken Hogan
- Associate Producer :
- Mike Lapolice
- Associate UX Designer :
- Janell McCanna
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