EmblemHealth “Cyclist”

This rebranding effort for EmblemHealth scores because the spots reflect a true New York state of mind. Emblem is touting itself to New Yorkers as “The plan that works.” The character types — a hard-charging cyclist on his way to work, a new arrival in her tiny apartment with an elevated train clattering past the window, a granddad trying to keep up on the basketball court — all ring true. Kudos to the voice talent for giving them just the right amount of attitude. Since these are cartoons, the use of the client’s new logo seems clever and almost naturalistic, rather than forced or cutesy. Emblem gains credibility because the ads don’t overpromise — they just claim the company provides the coverage its members need. Keeping expectations realistic, in this case at least, is emblematic of success. –David Gianatasio