The 50 pluses have seen it all before. They may even think they know what’s what in life insurance. It’s all big promises scuppered by small print. But Cigna’s Over 50s Life Insurance is different. It will cut through their skepticism by giving them a tailored, all round better deal. That’s why we created a campaign For Those who Weren’t Born Yesterday.

We were briefed to position Cigna as a category disruptor – a first-of-its-kind product that offers eligible customers more for their money. And create distinctive cut-through creative for a target audience that’s discerning, financially secure and savvy. The campaign makes a sensitive conversation memorable, and easier to digest, with a light touch that is untypical of the category.