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.
CreditsClient 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
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
To land the relatable... Read More