Hasta La Creative!

UnitedHealthcare, one of the nation’s largest health insurers, is poking fun at the complicated U.S. health-care system in its first national brand effort aimed at consumers, which launched this week.

Called “Way In,” the campaign uses comical injuries, like getting hit with a piata stick at a child’s party, to illustrate the ways people get into the health-care system and how UnitedHealthcare can help them navigate it. In a TV spot, called “Our Song,” a couple is dancing in the kitchen when one partner goes in “too hot” and crashes into the dining table. She later connects with a virtual clinic through UnitedHealthcare.

The strategy aims to get the insurer on consumers’ radar, build their trust and earn their recommendation to others.

Continue reading at AdAge.com