Last year, Cigna made a splash with its "TV Doctors of America" campaign. Now the "TV Doctors" have returned with a revised cast, adding Neil Patrick Harris and Kate Walsh who join returnees Patrick Dempsey and Donald Faison. All are in scrubs to deliver the important message that you can avoid drama by knowing your key health numbers and taking control of your health–and that starts with a check-up.
So again, these fake TV MDs are providing a real, positive, health-promoting message.
Grant Heslov of Santa Monica, Calif.-based Untitled, Inc., directed this TV spot titled “Even More Drama” for McCann New York.
Credits
Client Cigna Agency McCann New York Eric Silver, North American chief creative officer; Tom Murphy, Sean Bryan, co-chief creative officers; Larry Platt, executive creative director; Danny Rodriguez, group creative director; Jesse Yowell, sr. art director; Dan Colburn, sr. copywriter; Nathy Aviram, chief production officer; Kathy Love, exec integrated producer; Cindi Blondell, sr. producer; Wendy Leahy, sr. integrated producer; Eric Johnson, executive music producer; Dan Gross, music producer; Julianna Katrancha, group strategy director; Justin Luk, sr. strategist; Collin Peters, strategist; Danielle Korn, director, broadcast producer. Production Untitled, Inc., Santa Monica, Calif. Grant Heslov, director; Jim Evans, founder/exec producer; Phedon Papamichael, DP. Editorial Cut+Run Jon Grover, editor; Beau Dickson, assistant editor. Music JSM
“The Contextualist,” the latest chapter in Bloomberg Media’s “Context Changes Everything” brand platform, debuts today (3/6), creatively distinguishing Bloomberg.com & the Bloomberg app subscription’s value for global business and government leaders. The new concept builds on the campaign’s foundation of context--the power of Bloomberg’s journalism to draw deft connections between its wealth of news, insights and data in every corner of the world.
Golden Globe and BAFTA-award winning filmmaker Brady Corbet (The Brutalist) directed three new spots for the campaign via magna studios in his debut helming brand commercials. This spot titled “The Price of Tea in China” takes a well-known and seemingly simple idiom and unpacks its complexity as an international business story in a 30-second journey. (The other two commercials are “Bird in the Hand” and “Rising Tides.” The “Context” campaign continues to be developed in collaboration agency Wieden+Kennedy New York.
“‘Context Changes Everything’ has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” said Julia Beizer, COO, Bloomberg Media. “‘The Contextualist’ moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“As my directorial debut in the world of advertisement, I’m proud of this work for Bloomberg and how it addresses the importance of... Read More
