Creativity

Cigna Employs TV Doctors in Campaign to Help Save Real Lives

Patrick Dempsey, Noah Wyle and Alan Alda All Appear

By Lindsay Stein. Published on Sep 08, 2016

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.

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About

Credits

Date
Sep 08, 2016
Agency:
McCann New York
Chief Creative Officer, North America:
Eric Silver
Client:
Cigna
Co-Chief Creative Officer:
Tom Murphy
Co-Chief Creative Officer:
Sean Bryan
Executive Creative Director:
Larry Platt
Associate Creative Director (Art Director):
Ferdinand Daniele
Associate Creative Director (Copywriter):
Tom Weingard
Art Director:
Daniel Aykurt
Copywriter:
Donnell Johnson
Chief Production Officer:
Nathy Avriam
Executive Producer:
Amanda Revere
Executive Music 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 of Talent Partnerships:
Kimberly Kress
Group Strategy Director:
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:
Company 3
Colorist:
Tim Massick
Graphics Company:
Schmigital
Music Company:
JSM
Mix Studio:
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 of Social Media:
Randi Rosenfeld
Director of 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 of Broadcast Production:
Debra Airey
Director of Graphic Services:
Ken Hogan
Associate Digital Producer:
Mike Lapolice
Associate UX Designer:
Janell McCanna

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