Last summer, Omnicom's BBDO scored a significant healthcare win by picking up lead creative duties for insurance provider Humana just a month after the client—which had been the world's fourth largest health insurance company—agreed to be acquired by Aetna for $37 billion. Analysts expect that deal to close later this year.
"Start With Healthy," BBDO New York's first campaign for Humana, debuted Tuesday night. The TV spots demonstrate why the account is so important: The company that most effectively simplifies healthcare options for older Americans will be a big winner in the market moving forward.
The first ad, "Birthday," tells the story of a man who gets exactly what he wants for his 67th—but only because he's been taking care of his health.
The campaign marks an attempt by Humana to position itself as more than just a wellness company by demonstrating how it can directly improve the daily lives of its customers—via slice-of-life vignettes appealing to its core demographic of middle-aged and older Americans.
"What sets this work apart is the focus on what better health through Humana enables our health plan members to accomplish," Mark Mathis, director of corporate communications, tells Adweek. "Humana understands that people, especially the boomer generation, want to grow, not fade, stay relevant, useful and influential."
The next spot "Carnival" illustrates the challenges faced by a woman making the most of her golden years by traveling cross-country to spend time with her grandchildren (and trying to keep up with their ferris wheel hijinks).
As Mathis puts it, " 'Start with Healthy' reminds people what having health really means—the ability to take fuller advantage of the opportunities life brings you. The takeaway from these messages is that great things are ahead of you when your health is ready for them."
He positions the campaign as part of a larger effort to raise awareness of the Humana brand and portray the company as a sort of life partner rather than a faceless bureaucratic behemoth.
BBDO's work will include social, mobile, digital, broadcast, event, print and direct marketing efforts, with additional collateral rolling out throughout 2016.
CREDITS
Client: Humana
Agency: BBDO New York
Jody Bilney: SVP, Chief Consumer Officer
Jennifer Bazante: Enterprise VP, Marketing
Jeff Stern: Director, Enterprise Marketing & Marketing Strategy
HT Thomas: Director, Brand Communications & Advertising
Sean Lilly: Marketing Strategy Consultant
Agency: BBDO New York
Chief Creative Officer, BBDO Worldwide: David Lubars
Chief Creative Officer, BBDO New York: Greg Hahn
Executive Creative Director: Tim Bayne
Creative Director: Mike Boulia
Writer/CD: Mandy Hoveyda
Art Director/CD: Jackie Leak
Executive Producer: Diane Hill
Senior Producer: Angela Narloch
Music Producer: Julia Millison
Business Manager: Claudia Emerson
Sr Account Director: Peter Mccallum
Account Director: Tim Vanderper
Account Manager: Cara Roberts
Account Executive: Daniela Saborio
Group Planning Director: Annemarie Norris
Group Planning Director: Katie Ryan
Production Company: The Corner Shop
Director: Ellen Kuras
Executive Producer: Anna Hashmi
Producer: Gustav Geldenhuys
Director Of Photography: Ellen Kuras
Editorial Company: Rock Paper Scissors
Executive Producer: Eve Kornblum
Producer: Jenny Greenfield
Editor: Ted Guard
Assistant Editor: JK Carrington
Telecine: Company3
Telecine Artist: Tom Poole
Producer: Clare Movshon
Conform/Finish: Method
Conform/VFX Artist: Chris Hunt
Executive Producer: Angela Lupo
Producer: Brad Wood