From Cradle to Grave, Independence Blue Cross Wants Your Business

The ad at left is for Independence Blue Cross, the biggest health insurance provider in Philadelphia. It's a shot of a whitewashed post with a height chart drawn on.

Each notch describes a different healthcare service, lending a practical picture of how our needs change as the mortal coil unravels. (Nagging question: why is 5'9," "Mammogram Reminders," followed by 6'1," "Senior Fitness Programs"? I thought people shrink when they get old? Is Independence just that good?)

"Just a few ways we're here for you every step of the way," the tagline reads.

Below are a few head-boppy spots for the same campaign. Each depicts a person's trajectory from childhood to old age. We like them, possibly because we're susceptible to Rod Stewart, but mostly because this was a nice idea.

- Chin-ups
- Doctor's office
- Sink

Agency: Tierney Communications, Philadelphia targeted consumers from 25-54 years old, mainly CEOs CFOs and HR managers. The campaign is inspired by Independence Blue Cross CEO Joseph Frick, who was diagnosed with colon cancer. The diagnosis gave him all kinds of new perspective on healthcare.