AirTalk for September 30, 2013

Competing Obamacare commercials battle for hearts & heads, shoulders, knees and toes

Screenshot from the Generation Opportunity Opt Out Obamacare ad

The marketing blitz about the Affordable Care Act is in heavy rotation ahead of tomorrow's launch of the health exchanges. State-run exchanges in California, Minnesota and Washington, to name a few, have tried ads that are upbeat, folksy, and funny to win insurance shoppers. And in a fight that isn't exactly Pepsi vs. Coke, there are negative ads slamming Obamacare in hopes young Americans won't sign up and choose to live with fines instead.

The now-viral ads by a group called Generation Forward feature a self-described creepy Uncle Sam as gynecologist and proctologist creeping toward a millenial in medical gown. Media outlet Buzzfeed called it "one of the creepiest ads of all time."

 
 

How effective are these campaigns?

Guest:
Tom Hollihan, Professor of Communications; USC’s Annenberg School for Communication and Journalism


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