PacifiCare Ad Needs Resuscitation

PacifiCare Health Systems Inc. is airing two commercials to support efforts to sign up employees during its open enrollment season. Each spot shows a doctor examining a cute kid who seems pretty healthy. Each spot claims that PacifiCare supports doctors and includes the slogan: “You, Your Doctor and PacifiCare.” The ads, created by Ogilvy & Mather-Los Angeles, are bland and uninformative. They don’t tell you specifically why PacifiCare may be better than the competition. Let’s hope the materials PacifiCare distributes to employees are more useful. $$