Pacific Blue Cross promotes health insurance
By Adnews Staff
Vancouver-based insurance company Pacific Blue Cross began a new campaign yesterday to promote its extended health coverage. The campaign, developed by DDB Canada and Tribal DDB of Vancouver, includes television, out-of-home, direct mail and online components. This is the first campaign DDB has created for Pacific Blue Cross since winning the account in April. The two 30-second TV commercials, called “Metal Shop” and “Elevator,” depict characters in dangerous situations discussing the various types of non-health insurance they have. The ads end with the tagline, “Are you covered?” The other elements of the campaign make use of the same style. “The creative juxtaposition is amusing and unexpectedly illustrates that people take their health for granted,” said Dean Lee, associate creative director at DDB Vancouver. “The TV creative was shot realistically, but by subtly mocking the characters, people will recognize the need for extended health coverage.”