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Dedicated Employees Deserve an Insurance That Works as Much as They Do in Spot Highlighting Hard Workers

Creative 235 Add to collection

The campaign from Premera Blue Cross and Copacino Fujikado shows the importance of employers taking care of hard workers

Dedicated Employees Deserve an Insurance That Works as Much as They Do in Spot Highlighting Hard Workers
Premera Blue Cross launches a new creative campaign in partnership with Seattle-based agency Copacino Fujikado that highlights the importance of quality healthcare coverage for workers. Healthcare coverage has become more important than ever before as Covid-19 maintains its stronghold. This reality, coupled with the virus’ economic impact, has prompted benefit managers to take a hard look at every expense without compromising their employees’ wellbeing. 

According to a new study from Premera, many employees have put increased value on healthcare, with one in five respondents saying they’d consider leaving their current job for one with better healthcare benefits. For its latest campaign, the brand leans into that insight to highlight the importance of employers taking care of these hard workers.

The campaign, “A Health Plan that Works Harder” speaks directly to decision makers and stresses how hard their employees have worked, especially given the brand’s insight that 44% of employees across Washington State say they’re working harder now than prior to Covid-19. It highlights how employees go above and beyond – and how, by offering Premera, employers can provide a healthcare plan that works just as hard. 

The first spot, ‘Presentation,’ opens with a woman nearing the end of a sales pitch. After asking for feedback, it is revealed that she is at home diligently rehearsing for an upcoming presentation with only her dog as the audience, showcasing her dedication and commitment to her work.

The second spot, ‘Lost Item,’ shows a man carrying a pineapple in an apron and mask running down the street with the speed and agility of a football player. Upon reaching a car stopped at the stoplight, he pauses to take a breath and passes over the pineapple to the pleasantly surprised driver. The viewer then realises that the man is a grocery worker quite literally going the extra mile to catch up with a shopper who has forgotten an item.  

In keeping with their purpose of improving customers’ lives by making healthcare work better, Premera continues to make changes that provide better access to care for their members, including covering the costs of testing and treatment related to Covid-19 and expanding telehealth benefits so customers can receive care without leaving the house.

The campaign will run across TV, radio, and social throughout Washington State.
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Agency: Copacino Fujikado

CEO: Scott Foreman

Director Strategy + Insights: Tim O’Mara

Executive Creative Director: Mike Hayward

Group Creative Director: Vince Soliven

Group Creative Director: Andrew Gall

Senior Producer: MacKenzie Huff

Senior Strategist: Richa Ruchita

Senior Account Director: John Line

Account Supervisor: Cameron Wicker

Senior Account Executive: Joey Gale


Production Company: Sanctuary Content

Directors: The Coles

Founder/Executive Producer: Preston Lee

Executive Producer: Kristen Bedard-Johnson

Head of Production: Adam Litt

Producer: Noah Thomason

Director of Photography: Daniel Bombell


Editorial: Whitehouse Post

Editor: Carlos Lowenstein

Assistant Editor: Ashley McGinn

Executive Producer: Joanna Manning

Post Producer: Jordan Stricklin

Finishing: Carbon

Executive Producer: Matthew McManus

Head of Production: Tina Starkweather 

Producer: Sean Russell

Executive Producer, Colour: Laurie Adrianopoli 

Colorist: Aubrey Woodiwiss

Color Assist: Briana Brackett

Whitehouse Post - US, Fri, 09 Oct 2020 12:41:48 GMT