White House Enlists Droga5, Celeb Moms in Last-Minute Obamacare Push

Guilt Trip From Mother Latest Strategy in Getting People to Enroll

Published On
Mar 14, 2014

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Following President Barack Obama's appearance earlier this week as Zach Galifianakis' latest guinea pig on Between Two Ferns, the White House has turned to celebrities' moms -- and agency Droga5 -- to provide another last-minute push. In a new video released on YouTube, the mamas of actor Jonah Hill and musicians Jennifer Lopez, Alicia Keyes and Adam Levine reminisce about their progeny when they were just kids -- how gifted they were as little ones, and how much they had to "put up with" as their parents. But one thing no mother should have to worry about, the argument goes, is whether their children's health will be protected.

"Seriously, do you want your mothers to have a nervous breakdown?" says Sharon Feldstein, Jonah Hill's mother. The FLOTUS herself then caps off the vid with her own plea: "We nag you because we love you, so go to HealthCare.gov and enroll today."

"As everyone's original healthcare providers, they earned the right" to promote this cause, said Droga5 Creative Chairman David Droga of the thinking behind the mom-focus. He said each of the mothers riffed before the camera and worked with no script. Other mom-focused videos for the #YourMomCares push are on the way, he said, including this one focusing on the best-friend moms of Mr. Levine and Mr. Hill.


Mar 14, 2014
Brand :
Client :
Agency :
Chairperson :
David Droga
Chief Creative Officer :
Ted Royer

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