FCB Revamps Blue Cross Creative

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‘What If?’ Tag Remains, But Spots Give Question a New Meaning
CHICAGO–Foote, Cone & Belding retains the 3-year-old “What if?” tagline for Blue Cross Blue Shield’s national advertising, but puts a new spin on the creative approach in TV spots breaking this week.
Introduced in 1995 as a lead-in to people’s various concerns about healthcare, the “What if?” question is used to ponder positive opportunities in the first three 30-second spots of BCBS’s 1998-99 campaign.

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