Tierney Debuts Health-Plan Ads

Tierney DeGregorio Advertising breaks a TV campaign today for lndependence Blue Cross that humorously depicts workers taking revenge on employers who don’t offer a plan from the Philadelphia-based health insurer.

In one of three new spots, employees place a “kick me” sign on their boss and watch as pas sersby kick him. In another, a staffer shimmies under a conference table and ties his employer’s shoelaces together.

A voiceover states, “If you’re not offering your employees Independence Blue Cross, maybe you should.” The work bears the previous campaign’s tagline, “You deserve it.”

“Insurance carriers generally take themselves seri ously,” said Tony DeGregorio, chairman and chief creative officer at the Philadelphia-based shop. “We’re treating a serious subject with humor, and I think it’s going to be remembered.”

The ads target both employees and employers, he said.

Spending was un disclosed, but sources estimated it at $10 million.

In prior work, commercials showed uncaring employers giving spartan office parties and not offer ing water to employees.

TV spots will run on network and cable stations in Pennsylvania and Southern New Jersey. Print, outdoor and radio ads will break in April.

Tierney DeGregorio, part of Tierney Communications, changed its name from Tierney Adver tising as of Feb. 1. The shop has been lead agency for Independence Blue Cross for two years.