Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
Rubin Postaer Positions HMO as ‘The Cure for Healthcare’
LOS ANGELES–Rubin Postaer and Associates’ first campaign for HMO UniCare uses a tongue-in-cheek strategy, acknowledging the frustration many people feel with the lack of choices in their healthcare plan.
Two TV spots breaking today suggest that UniCare creates “medical miracles” by allowing members to choose a specialist without a going through a primary care physician–a not-so-subtle dig at those HMOs that require the procedure.
One ad in the estimated $20 million campaign spoofs “reality-based” TV shows, such as Strange Universe or Unsolved Mysteries, a notable contrast in a category best known for its warm images of families and doctors.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in