Working with our clients, we have helped to show the value that the right music can provide to a TV advertising strategy, helping products and services win the hearts and minds of a client’s target audience.
Chicago, IL (PRWEB) February 28, 2013
A. Eicoff & Company (http://www.eicoff.com), the leader in direct response TV (DRTV) advertising, announced today that UnitedHealthcare’s “Playing for Keeps” television advertisement, produced by Eicoff, was recognized by the National Association of Music Merchants (NAMM) for its Excellence Award for Music on January 27, 2013. The award celebrates creative uses of musical instruments and music-making products in television commercials.
The “Playing for Keeps” DRTV advertisement, which promotes the AARP Medicare Supplement Insurance Plans insured by UnitedHealthcare, is part of UnitedHealthcare’s Go Long marketing campaign that celebrates people going the distance, doing what they love and doing it well.
The advertisement tells the story of four individuals who found a passion for playing music together many years ago. The spot takes viewers back in time to the early 1960s, when the young, not-yet-skilled musicians first discover their spark. The ad then flash-forwards to the present day and finds they are still getting together to share that passion. And while they may not have gained fortune or fame from their music, they find they have created something very special. “Playing for Keeps” is about commitment, camaraderie, and simply giving something everything you’ve got.
The nominated UnitedHealthcare commercial came in second out of seven mainstream ad campaigns from 2012 that featured music-making. A brief preview of the nominated advertisements for 2013 can be seen on YouTube.
“Music resonates with audiences of all ages and ethnicities,” said Bill McCabe, President and CEO of A. Eicoff & Company. “Yet, until recently, music was not seen as an important element of direct response TV advertising. Working with our clients, we have helped to show the value that the right music can provide to a TV advertising strategy, helping products and services win the hearts and minds of a client’s target audience. The key is to find the right music content that will both connect with a specific target audience and feel authentic to the brand. We are honored NAMM recognized our work with UnitedHealthcare for doing just that.”
About A. Eicoff & Company
Eicoff is the largest direct response television (DRTV) agency in the country. The company was founded in 1959 by Alvin Eicoff, who understood that television had the ability to function as a store and that media rates were a negotiable commodity. The phrase “or your money back” was coined by Alvin, and the 800 number came into being, in part, because of his vision and direction for the television advertising industry. In 1982, A. Eicoff & Company became a division of Ogilvy & Mather. For more information, visit http://www.eicoff.com.