Doogie Howser, M.D. is back after 25 years as Neil Patrick Harris joins other fake medical professionals for Cigna’s “TV Doctors” campaign highlighting the importance of getting an annual checkup from a real doctor.
Harris joins Patrick Dempsey (Grey’s Anatomy), Kate Walsh (Grey’s Anatomy, Private Practice), and Donald Faison (Scrubs) for a series of fun videos where the actors expertly deliver corny hospital drama while encouraging viewers to avoid actual hospital drama.
The campaign aims to help prevent the 100,000 annual deaths that the Centers for Disease Control estimates occur as a result of failing to get a routine annual checkup.
Cigna’s revised campaign, originally launched in 2016, has led to a six percent increase in preventative care visits among the health insurance provider’s customers, Stephen Cassell, Cigna vice president of global branding, told Adweek.
“We hope that hearing from our new ‘TV Doctors’ ensemble this fall will spur even more people to take action and schedule their annual check-up,” he said to the publication.
This time around, the campaign will include an Instagram Stories component in addition to Doogie—who gets his own spot about the importance of the word “stat.”
READ MORE: Adweek
CREDITS
Client: Cigna
Agency: McCann NY
North American Chief Creative Officer: Eric Silver
Co-Chief Creative Officers, McCann NY: Tom Murphy & Sean Bryan
Executive Creative Director: Larry Platt
Group Creative Director: Danny Rodriguez
Senior Art Director: Jesse Yowell
Senior Copywriter: Dan Colburn
Copywriter (“Stat”): Josh Gold
Chief Production Officer: Nathy Aviram
Exec Integrated Producer: Kathy Love
Senior producer: Cindi Blondell
Senior Integrated Producer: Wendy Leahy
Executive Music Producer: Eric Johnson
Music Producer: Dan Gross
Global Account Director: Veronica Bertran
Group Account Director: Mat Cunnell
Account Director: Colleen Moisio
Account Executive: Mike Morettoni
Asst. Account Executive: Emma Langston
Group Strategy Director: Julianna Katrancha
Senior Strategist: Justin Luk
Strategist: Collin Peters
Director, Broadcast Producer: Danielle Korn
Dir Talent Partnerships: Kimberly Kress
Production company: Untitled, Inc.
Director: Grant Heslov
Founder/Executive Producer: Jim Evans
Director of Photography: Phedon Papamichael
Editorial Company: Cut + Run
Editor: Jon Grover
Assistant Editor: Beau Dickson
Music Company: JSM
MRM//McCann
SVP Group Account Director: Jan Lemke
Account Director: Clifford Strashun
Account Supervisor: Jay Cohen
Associate Director of Project Management: Charelle Shaw
Project Manager: Jennifer Yuan
Associate Project Manager: Connie Tejada
Associate Director of Social Media Strategy: Lisa Goldberg
Social Strategist: Amanda Zanghi
Art Directors: Astrid Andujar/Cheryl Thrower
EVP Chief Creative Officer: Sung Chang
Creative Director: Emmeli Osterdahl, Laurie Messina
Copywriter: Regina Strong, James Santiago
Client: CIGNA
Lisa Bacus – EVP, Global Chief Marketing & Customer Officer
Stephen Cassell – VP, Global Branding
Jen Hayward – Director, Brand Marketing
Paulina Riccio – Branding Specialist
Gloria Barone Rosanio – Cigna Corporate Communications
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