Crispin Prescribes Humor for AvMed Health Plans

Preventive care goes a long way is the theme of Crispin Porter + Bogusky’s new campaign for AvMed Health Plans.

The Miami shop’s television spots employ a Candid Camera approach to underscore the importance of the Gainesville, Fla.-based insurer’s healthcare programs.

“Preventative care has really begun to resonate with people,” said agency chairman Chuck Porter. “Yet, when we looked at our competitors, they were producing slick stuff using mommies and babies. It all looked alike.”

Irony and over-the-top humor drive all three 30-second spots. In “Bakery,” a young woman walks into a local bake shop and insists on pre-ordering a cake (“I want it to be big, like three tiers”) for her 100th birthday. The tagline: “Think big. Preventive healthcare works.”

That theme carries over to “Travel Agency.” A woman walks into a travel bureau and insists on booking a cruise for the 2099-2100 season. As a befuddled agent looks on, she next demands a senior discount “because I’ll be 133.”

The third spot, perhaps the strongest, follows a man into a planetarium. He wants tickets for the next viewing of Halley’s Comet. “It’s like in 64 years,” he says. “I don’t want it to sell out.” When he asks if there’s a waiting list, a ticket agent, without missing a beat, says, “Sure, sign up over here.”

“When we had the idea of going with a Candid Camera approach, real reactions from real people were very important,” Porter said.

The ads will air in prime time over the next few months in theMiami-Fort Lauderdale and Tampa-St. Petersburg, Fla., markets.

Crispin’s Steve O’Connell and Ryan O’Rourke handled copywriting and art direction; Michelle Lazzarino produced. The spots were directed in Atlanta by David Frankham of A&R Productions.