“We understand creative evaluations can be subjective,” said Arnold, which is based in Boston. “We are proud of this campaign because it helped contribute to positive business results and had the highest likability scores of any Carnival campaign in years.”
What: In an ad for Cigna set against a stark black backdrop, a blue-eyed baby girl gets to envision potential careers as a firefighter, equestrian, chef, fencer, beauty queen, and more.
Agency: Hill Holliday
Why: So many health care concerns show their customers in the midst of being sick, but Hill Holliday instead suggests that Cigna can help keep you well — and growing — in a clever spot that doesn’t get bogged down in traditional health care ad ideas, like showing people in hospital beds in black-and-white scenes.
As for getting the adult and baby to look alike, Hill Holliday’s Jensen said the agency “just cast the eyeballs.”
“The main woman had some really striking eyes, and we found a baby we thought did, too. The rest is just up to your imagination wanting it to make sense.”
AWARD-WINNING, BUT UNWATCHABLE
What: An employee of Planet Fitness attempts to guide a muscle-bound guest of indeterminate sex into the proper restroom, without much success.
Why: Would you believe that some ads aren’t meant for mass consumption? Mullen, which has parted ways with Planet Fitness, devised this ad solely as a means of getting the attention of awards juries, according to the agency.
In fact, this odd commercial won an award at the Cannes advertising festival.
The ad never appeared on TV and was viewable only via a private site on YouTube. Perhaps that was for the best: The ad says very little about the workout you might get at Planet Fitness and maybe too much about the people you might find yourself next to on the treadmill.
Mullen’s best-known work for the gym chain was the “I lift things up and put them down” ad that ran last year, featuring a bodybuilder doing a so-bad-it’s-good imitation of Arnold Schwarzenegger.