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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.
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