wake-up call | Adweek wake-up call | Adweek
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wake-up call

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"Hey you!" says a brightly dressed young woman to the camera. "Wake up!" A giant graphic of an alarm clock appears onscreen.

Why the wake-up call?

"Lots of people our age think they don't need health insurance, that they're immune or invincible," the woman says. "Get real. … You just never know when you're gonna get sick or hurt."

The product touted here is Highmark Blue Cross Blue Shield's new individual preferred-provider health-insurance plan, available in Western Pennsylvania. The commercial was created by Wayne, Pa.-based direct response agency DMW and targets 25- to 35-year-olds.

The high-energy spot uses quick cuts, animated graphics and various props. The pitchwoman is shown in various settings: sitting on a ledge; apron-clad in front of an easel and other art supplies; and holding a picture frame in which images appear that reinforce her points. There is no tagline.

"We were looking for something a little more hip, a little more con temporary, to appeal to [this audience]," said Wendy Vagnoni, shop creative director.

Sixty- and 90-second versions of the spot, along with another commercial and Internet banner ads, broke earlier this month. The work will run through the beginning of December.