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Off the air for more than three years, Blue Shield of California is returning to advertising with a new look and brand approach in a state wide campaign from McCann-Erickson.
Ads for the insurance company are breaking now, with heavy play in such markets as Los Angeles, San Francisco, Sacramento and San Jose. Spending on the campaign is $8 million.
The campaign features three 30-second TV spots as well as radio and print work.
In the first spot, a group of schoolchildren chase an ice cream truck.
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