Massachusetts Blue Cross’ Blues

BOSTON – After receiving a handful of complaints about its current TV campaign for its HMO Blue brand, Blue Cross & Blue Shield of Massachusetts has pulled the ads off the air. The humorous campaign broke in April, featuring spokesperson Wayne Federman comparing the prices consumers pay for such commodities as pizzas and hotel rooms to what members of HMO Blue pay for healthcare. ‘You have a pizza delivered,’ he says, ‘That would be $14. You have a baby delivered. Zero.’ Consumers and members of the medical community objected to the ads, claiming they trivialize the national outcry over the cost of healthcare and the necessary reforms needed to rein in those costs. Arnold Fortuna Lawner & Cabot/Boston handles.
Copyright Adweek L.P. (1993)