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

Tags:


  Save as PDF