Cool Jazz, Hot Fantasy




Logan Launches TV for SMA Health Plan
NEW ORLEANS–Clarinetist Pete Fountain encourages elderly viewers to take note of SMA Health Plan’s Medicare program in television advertising that broke recently from Logan Marketing & Communications here.
Fountain’s performance at his New Orleans jazz club is featured in one of the TV campaigns that Logan created for the account, which industry observers estimate at $2 million.
The jovial reed player pitches SmartPlan 65, a Medicare HMO, to the New Orleans market through the rest of the year on TV, supported by radio, print and outdoor.
The commercial shoot involving Fountain coincided with the news that his best friend, Al Hirt, had been hospitalized. (Hirt never left the hospital and died last month of liver failure.) “The production crew was concerned [whether] Pete would be able to rise to the occasion,” agency president King Logan recalled. “But then you realized what a champion he is when he gathered up his composure and returned to the set for a 12-hour shoot. It was amazing that he was able to pull it off, but he did.”
The second series Logan launched for SMA is for SmartPlan, a commercial HMO. Titled “Health Plan Fantasies,” the pair of 30-second TV spots explores what people really want from a hospital plan. Their fantasies include “foxy nurses,” personal parking places, two TVs in their rooms, designer hospital gowns and “great hors d’oeuvres.”
Outdoor and print media supports the latter television campaign.