TV Doctors of America

Brand
Cigna

Roles
Creative Direction | Copywriting

The Who/What/Why
While working at McCann in New York City, I was tasked with leading a group of creatives as part of a multi-agency think-tank combining all the forces that McCann WorldGroup could muster. One of our first problems to address was that Cigna was having trouble getting customers to go get check-ups from their healthcare providers - a service that was covered and free for all Cigna customers. I, being the massive Scrubs fan that I am, thought “wouldn’t it be cool if we had Donald Faison just tell people to go to the Doctor, people seem to love him on Scrubs”. And thus, the idea behind the TV Doctors of America was born. Over the next few months, my team and I spent countless hours workshopping ideas, scripts, social posts, activations and more on how we could make this idea a reality and it grew from a small passing line in conversation to an award winning campaign that ran on televisions across the United States for over three years.