Cigna enlisted a trio of cross-generational stars to encourage viewers to talk to doctors about stress, sleep and other emotional health matters in its new brand campaign with Interpublic Group of Cos.-owned shop McCann.
The insurer’s campaign with Queen Latifah, Ted Danson and Nick Jonas follows the brand’s two-year “TV Doctors of America” campaign which featured TV doctors (including Patrick Dempsey breaking character as Derek “McDreamy” Shepherd from “Grey’s Anatomy”) talking up the importance of an annual checkup. The new campaign which seeks to help viewers make the connection between physical and emotional health has moments of levity, like one in which Danson mistakenly autographs a medical history sheet he’s supposed to fill out.
“How do you build on getting people aware of a checkup, take that and morph it and evolve it into something that is really more about the mental and the physical and how the two are connected? That was the spirit of how we approached the new campaign,” says Stephen Cassell, Cigna’s VP of global branding.
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