Blue Cross and Blue Shield of Minnesota
BCBSMN, every Minnesotan’s favorite acronym, at least in the world of health insurance.
It’s always nice to work with a brand that’s already well-loved, and when it came time to expand upon annual Medicare messaging, that trust allowed us to explore how to say more, by saying less. Instead of forcing technical jargon into every square inch of the spots, and instead of condescending to seniors (which is all too common in the space) we were given the freedom to talk to people over 60 like the people they were.
The creative concept revolved around embedding ourselves in the lives of seniors. And in the case of the Common Thread TV spot, this involved going to the homes of real families, and following real people as they participated in their every day lives. Though most of the scenes were contrived, no shots were specifically requested or boarded. Instead, almost a hundred hours of candid footage was captured to create the end product. It remains my favorite ad that I’ve helped create.
We follow a woman through a day in her life to appreciate the many new and old relationships that lend it color and warmth.
We join different groups and families, and the seniors at their hearts, in an authentic look at life in Minnestoa.