Gearon Swings for HR With Tufts

BOSTON A pair of humorous 30-second TV spots for Tufts Health Plan target often overworked and unappreciated human resources professionals trying to make decisions about corporate medical plans.

“The Wizard” parodies The Wizard of Oz with an overbearing, ogre-like boss placated only when he learns that switching to Tufts will save the company money and give employees more choices about their coverage. The same points are made in “The Wheel,” which shows a beleaguered HR director trapped in a huge wheel like those found in hamster cages.

The effort from independent shop Gearon Hoffman here breaks this month throughout Massachusetts. The client spends $2-3 million annually on ads.

Agency creative directors Dick Davis (art direction) and Doug Goransson (copy) oversaw the campaign. George Hickenlooper directed; Stuart Wilson served as producer.

“Gone are the days when companies offered their employees a choice of three or four health plans,” said Goransson. “Now most businesses single-source their health coverage, going with just one provider. We have to reach HR people and convince them that Tufts Health Plan is a smart choice for them to offer. We also want to make it clear that Tufts innovates new programs that give members more control over their spending, and helps bring down the cost of healthcare for all involved.”