Health insurance is such a hot topic in the U.S., especially after President Obama made it mandatory for everyone to have. Say the words “health insurance,” and almost instantly a debate will begin. By taking a more humorous, story-telling approach to our commercial, we help our brand speak to customers in a way where “health insurance” loses some of its negative connotation. In other words, our highly dramatic spot helps overshadow some of the drama Americans face every day when it comes to health insurance.

We wanted to make health insurance top of mind for consumers through a campaign that hits on high drama and the pull of human emotion.

In this spot, four film students begin shooting a documentary based on the legend of Heartsville Hospital. When one of the four students gets separated during the night and fails to return, his friends worry for his safety. But as it turns out, he has the ultimate ticket to ensure that he is covered...for the most part.