McCann Launches ‘Together, All the Way’ for Cigna

By Erik Oster 

Back in June, Cigna named McCann Erickson as its agency of record, following an extended review which also included finalists Grey and DDB. Now McCann has a new global campaign for Cigna, entitled “Together, All the Way.”

The campaign aims to introduce Cigna as a global health network in over 30 countries, with “one million doctors and health facilities, and 85 million customer relationships around the world.” In the debut spot, appearing in both 60-second and 30-second iterations, McCann presents Cigna as not just health insurance but “a partner who’s with you all the way.” The spot lists all the ways people try to stay well, such as exercising, looking both ways before crossing the street and choosing “the salad, occasionally” before stating that staying well is hard to do alone, and that you need a partner like Cigna, ending with the new tagline “Together, all the way.”


The broadcast spots are supported by digital and print executions. Additionally, ads will launch in China in October and India in November, followed by digital and social components extending the campaign into 2015.


Agency: McCann Worldgroup
ECD, Copywriter: Larry Platt
ECD, Art Director: Vann Graves
Associate Creative Director: Stephen Winston
Exec Producer: Greg Lotus
Director: Malcolm Venville
DP: Richard Henkels
Exec Producer: Eric Stern
Line Producer: Brady Vant Hull
Production Co: Anonymous Content
Editor: Chris Franklin, Big Sky Edit
Sound Design: Chris Franklin
Sound Engineer: Joe O’Connell, Blast Audio
Music Company: Able Baker
Composer: Hauschka
Global Chief Strategic Officer: Suzanne Powers
Group Strategy Director: Julianna Katrancha
Executive Account Director: Veronica Bertran
Group Account Director: Trish Mello
Account Supervisor: Ali Wysong
Account Executive: Anish Singh