Blue Shield of California is releasing a COVID-19 inspired campaign developed under advertising’s new normal limited production capabilities.
The “Tough” creative, developed with BSSP, shows words across a black screen designed to reflect the hardships frontline workers are experiencing, including tired
and isolated. The spot closes with black and white portraits of real workers.
In addition to the spot, which will run on TV across the state, the brand is rolling out OOH, social and streaming audio ads to support the message, and partnering with the Los Angeles Times on two new initiatives.