‘Go You’? Says Who?

Summary: Last month, health insurance provider Cigna unveiled a $25 million ad campaign targeting individuals. The ads are wonderful. Visually exciting. Conceptually brilliant. Who wouldn’t want to live in a marvelous world populated by people living their dreams? The opening line alone (“Deep inside you, there’s a person who refuses to be kept deep inside you.”) is enough to inspire a very serious case of copywriter envy. Everything about this campaign aims straight for the heart, using ideas and emotions that just about every human being will identify with. That’s exactly why it sucks so bad. According to the website, the Go You campaign aims to inspire people.