Cigna wanted everyone in America to get an annual checkup. But nobody wants their insurance company to sound like their mom. So we turned to someone who’s definitely not your mother to help: Jimmy Kimmel.
On Jimmy Kimmel Live, Good Morning America, and in six ABC local markets, we arranged for ABC personalities to swap jobs with busy workers to give them time to see the doctor. Advertising Age called the integration with ABC a “late-night coup.” Along the way, I oversaw so many shoots of checkups that I not only learned how to pronounce sphygmomanometer — I learned how to use one.
ACD/Art Director: Calvin Lyte
ACD/Copywriter: Cameron Fleming
Creative Directors: Larry Platt and Tom Sullivan
Chief Creative Officer: Rob Reilly
Agency: McCann New York
Awards: 2 × Shortlist, Health and Wellness, 2016 Cannes Lions
Press: Advertising Age