Ad of the Day: BBDO's First Humana Ads Show the Sweetest Side of Good Health

Last summer, Omnicom's BBDO scored a significant healthcare win by picking up lead creative duties for insurance provider Humana just a month after the client—which had been the world's fourth largest health insurance company—agreed to be acquired by Aetna for $37 billion. Analysts expect that deal to close later this year. "Start With Healthy," BBDO New York's first campaign for Humana, debuted Tuesday night. The TV spots demonstrate why the account is so important: The company that most effectively simplifies healthcare options for older Americans will be a big winner in the market moving forward. The first ad, "Birthday," tells the story of a man who gets exactly what he wants for his 67th—but only because he's been taking care of his health. The campaign marks an attempt by Humana to position itself as more than just a wellness company by demonstrating how it can directly improve the daily lives of its customers—via slice-of-life vignettes appealing to its core demographic of middle-aged and older Americans. "What sets this work apart is the focus on what better health through Humana enables our health plan members to accomplish," Mark Mathis, director of corporate communications, tells Adweek. "Humana understands that people, especially the boomer generation, want to grow, not fade, stay relevant, useful and influential." The next spot "Carnival" illustrates the challenges faced by a woman making the most of her golden years by traveling cross-country to spend time with her grandchildren (and trying to keep up with their ferris wheel hijinks). As Mathis puts it, " 'Start with Healthy' reminds people what having health really means—the ability to take fuller advantage of the opportunities life brings you. The takeaway from these messages is that great things are ahead of you when your health is ready for them." He positions the campaign as part of a larger effort to raise awareness of the Humana brand and portray the company as a sort of life partner rather than a faceless bureaucratic behemoth. BBDO's work will include social, mobile, digital, broadcast, event, print and direct marketing efforts, with additional collateral rolling out throughout 2016. CREDITS Client: Humana Agency: BBDO New York Jody Bilney: SVP, Chief Consumer Officer Jennifer Bazante: Enterprise VP, Marketing Jeff Stern: Director, Enterprise Marketing & Marketing Strategy HT Thomas: Director, Brand Communications & Advertising Sean Lilly: Marketing Strategy Consultant Agency: BBDO New York Chief Creative Officer, BBDO Worldwide: David Lubars Chief Creative Officer, BBDO New York: Greg Hahn Executive Creative Director: Tim Bayne Creative Director: Mike Boulia Writer/CD: Mandy Hoveyda Art Director/CD: Jackie Leak Executive Producer: Diane Hill Senior Producer: Angela Narloch Music Producer: Julia Millison Business Manager: Claudia Emerson Sr Account Director: Peter Mccallum Account Director: Tim Vanderper Account Manager: Cara Roberts Account Executive: Daniela Saborio Group Planning Director: Annemarie Norris Group Planning Director: Katie Ryan Production Company: The Corner Shop Director: Ellen Kuras Executive Producer: Anna Hashmi Producer: Gustav Geldenhuys Director Of Photography: Ellen Kuras Editorial Company: Rock Paper Scissors Executive Producer: Eve Kornblum Producer: Jenny Greenfield Editor: Ted Guard Assistant Editor: JK Carrington Telecine: Company3 Telecine Artist: Tom Poole Producer: Clare Movshon Conform/Finish: Method Conform/VFX Artist: Chris Hunt Executive Producer: Angela Lupo Producer: Brad Wood Audio Post: Sonic Union Mix Engineer: Steve Rosen Studio Director: Justine Cortale

Brand Marketing

Ad of the Day: BBDO's First Humana Ads Show the Sweetest Side of Good Health

The future beckons for the boomers in these charming vignettes

Patrick Coffee

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