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.