UniCare Boasts 'Medical Miracles' In Humorous New RPA Campaign

Rubin Postaer and Associates’ first campaign for UniCare uses a tongue-in-cheek strategy to address the frustration people can feel about the lack of options in other health plans.
Two TV spots, which broke in spot markets around the country last week, suggest 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 health plans requiring that extra step.
One ad in the estimated $20 million campaign spoofs “reality-based” TV shows such as Strange Universe and Unsolved Mysteries–a notable departure from the warm images of families and doctors common to the category.