Project: Security Health Plan (SHP) Better Halves Campaign

Agency: Yamamoto

Mission: Create a series of ads focused on brand and high-level awareness around Security’s reasons to believe and product offerings.

Hats worn: ACD, raconteur, editor, music supervision.

What was Ryan thinking? For myriad reasons, health insurance tends to be quite unlikable. But what if you could date and fall in love with it? That’s the concept for Better Halves, a fictional dating show where “daters” (customers) and “suitors” (health insurance providers) seek their match.

The vehicle is simple enough to drive. The dater is in the market for health insurance with two options available: the good one (local, neighborly, and trustworthy SHP) and the bad one (the competing big box company.) The host brings it all together as a proponent of what’s better for the customer – as an entity, Security’s brand and offerings are focused on delivering better, as in making you say, “That’s better.”

Throw in some inspo from dating shows past and present, and you’ve got magic. Thank you Mom for making me watch Love Connection with you in the 80s.

From concepting to character development to casting to music supervision to scripting, Ryan worked in lockstep with Yamamoto’s SHP creative team: creative director, senior art director, producer, account team and on-set director to help bring these award-winning humorous spots to life. The scenarios and characters shift as the focus does, from general brand awareness to Medicare offerings seamlessly weaving comedy targeted at every demo.

Additionally, Ryan crafted copy for dozens of social posts, responsive display ads and landing pages in support of the campaign.

Have a laugh, get some insurance and check out their landing page with a touch of Better Halves flavor:

https://www.securityhealth.org/security-health-plan