From Cradle to Grave, Independence Blue Cross Wants Your Business
CEO Joseph Frick of Independence Blue Cross, the biggest health insurance provider in Philadelphia, used his recent colon cancer diagnosis to fuel this ad campaign by Tierney Communications.
The height chart at left lends a practical, and sort of charming, picture of how needs change as the mortal coil unravels. (Nagging question: why is 5'9," "Mammogram Reminders," followed by 6'1," "Senior Fitness Programs"? I thought people shrink when they get old? Is Independence just that good?)
Tagline: "Just a few ways we're here for you every step of the way" -- a little clumsy, but it gets the idea across.
Below, a few head-boppy spots:
Each depicts a person's trajectory from childhood to old age. We like them, possibly because we're susceptible to Rod Stewart, but mostly because the idea generally agreed with us.
The campaign will run on TV, in print, over the radio and online. (Spots will be adapted into expandable ads.)