Medicare advertising looks a lot like you would expect it would. Testimonials from Wilfred Brimley’s kitchen table or “active seniors” on paddleboards. With our “Go Confidently” campaign, we broke away from category conventions to focus on self-assured individuals just doing what they do. Consider it the confidence that comes from having Blue Cross personified.

These portraits and the attitude behind them are driving an integrated, multiagency campaign that spans TV, OOH, Print/Inserts/DM, OLA/Landing pages and Social.