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Holland Mark Bows First Work for Insurer
BOSTON–Holland Mark Martin Edmund’s inaugural television commercial for Blue Cross & Blue Shield of Massachusetts uses a stark, hyperrealistic approach.
The 30-second spot, now airing through Jan. 1, shows people in the waiting room of an urban hospital. There is no tagline, no music and no marketing hype–just close-ups of worried faces, shots of the room’s faded, forest-motif wallpaper and silence.
“Why do an ad if you’re not going to stand out?” asked Holland Mark creative director Bob Minihan.
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