Anthem Blue Cross
One of my most challenging, yet rewarding clients. Copywriting was the easy part. The tough part? Producing a 30-minute infomercial. Not only were we dealing with pandemic restrictions, but behind the scenes, we felt the full force of Murphy’s Law: lost footage, a car accident, equipment overheating, crashed hard drives, and we had to get a deep fake involved! Sheesh! After a gruesome 10 weeks, I am extremely proud of how the campaign turned out…
First, I had to answer a small, but important question: how do I convince the target to choose Anthem over other brands when they essentially offer the same Medicare services?
I approached this with a simple tagline:
Su salud. Su idioma. Su Medicare.*
*Your health. Your language. Your Medicare.
This came from the insight that Spanish-dominant Hispanics feel they cannot connect with their healthcare providers due to linguistic and cultural barriers. By leading with “Your health” and “Your Language”, I hook the target into to associating the brand with their own health and culture.
Infomercial
Because of COVID measures, I became the de facto creative director for this 30-minute infomercial. Concepting, copywriting, stage design, graphic design, VFX selection, casting, styling— I did it all. The idea behind this infomercial was to emulate morning talk shows that are popular in Hispanic households. I chose Anjanette and Rodolfo because of the visual contrast between them and their conversational tones. The VO, however, has a lighter tone, almost like an all-knowing, empathetic nurse who is concerned for the target’s health.