HealthExtra Uses Reeve Again

Christopher Reeve will appear in a second round of sobering television commercials for disability insurance provider HealthExtras. The spots will begin running on April 16 and continue for thirteen weeks. The theme is: ?The last thing you want to worry about is money.?

Last year Reeve acted as the spokesperson in a trio of dramatic, black-and-white spots discussing the reality of accidents.

This year?s first spot, ?Broken Vase,? created by Beyond DDB, Chicago, focuses on a family waiting for its father to come home from work. He gets into a serious accident, which is symbolized by a vase breaking.

?Christopher wanted the next round of commercials to represent the family and to get the focus off of him,? said Marshall Coleman, CMO, HealthExtras, Rockville, Md.

The spots, which will cost $2.5 million and run across a wide variety of cable channels including A&E, E! and Lifetime, promotes a $1 million accidental disability product. It features an 800-number as the call-to-action.

In related news, New York Life broke the first major online initiative in the company?s 156-year history late last month. The deal includes co-branded microsites at, and Implemented by the DVC Group, Morristown, N.J., 12 banner ads will rotate on the partner sites and they will feature New York Life?s existing $38 million ad campaign. That campaign is tagged, ?The company you keep.?

Berlin Cameron Partners, New York, was the agency for the broadcast effort.