Publicis Kaplan Thaler and Aflac debuted the second of a series of commercials in which the Aflac Duck has been injured and hospitalized during the 55th Annual GRAMMY Awards on January 7th. The new ad, called Rounds, shows the Aflac Duck experiencing a medical check-up while lying in his hospital bed. The first commercial of this series, Press Conference, first aired during the BCS Championship game on ESPN, and has been running nationally since its debut.
“We are extremely pleased with the reaction we received from Press Conference and are equally excited about Rounds,” Aflac Executive Vice President, Chief Marketing and Sales Officer Michael Zuna said. “Hundreds of thousands of people have viewed Press Conference on YouTube and visited GetWellDuck.com to send the duck a “get well” card or just experience our brand. The buzz has been tremendous and we look forward to more engagement as Rounds is viewed by consumers across the nation.”
Part two of the Duck’s journey takes place in his hospital room where a “doctor” and “medical interns” provide a complete assessment of the Duck’s continued improvement. By showcasing the Duck as the policyholder – patient, the spot communicates from a first-hand perspective how Aflac’s insurance policies can help protect families against common but unexpected setbacks that can cause them to miss work.
In a call to action, the ad encourages viewers to visit Aflac.com where they’ll find the newly launched and first-of-its-kind interactive online tool called the Aflac Real Cost Calculator, which illustrates the costs associated with health conditions such as cancer, heart attack, diabetes and fractured limbs that are not covered by major medical insurance.
Rounds targets 25- to 55-year-old men and women and will appear on all major networks. Additional cable support includes programming on ESPN, USA, TNT, HLN, CNN and others. The fully integrated campaign also includes substantial online and print advertising and features an interactive social media component enabling consumers to send an online get well card or e-Card to the Aflac Duck via the Duck’s Facebook page or at GetWellDuck.com.