As the 2021 year evolved and coming out of the COVID-19 pandemic we identified a need to humanize health insurance further and give a reason beyond the rational aspects of Covered California. A significant portion of our uninsured Spanish-speaking eligible audiences is not prioritizing health insurance, due to resources and time constraints.

 

We had to raise the stakes by reflecting the lived experiences of our Latino segment and elevating the benefit of health insurance through cultural relevance. A parenting human truth of “you never stop worrying about your kids, even when they grow up”, was the central emotionality of our spot.

 

Honing in on this insight, a quinceañera story helped us to bridge old and new traditions, offering an opportunity to break from past prioritization behaviors and think about how new actions can pave the way to a brighter and more secure future for our loved ones.

We teamed up with renowned director Luis Peña and Revival Films to capture unexpected, imperfect family moments full of love to beautifully represent a healthy life. Authenticity was captured in all production elements from the camera style, the action, and most importantly the cast - a real family from whom we could capture their intimate connections.