Physicians Mutual New Commercials Inspired by Bona Fide Customers

Jun. 14, 2024

The nation’s largest psychology-driven marketing firm, Intermark Group, in partnership with insurance company Physicians Mutual, has launched three new brand commercials as part of the “Joy in Retirement” campaign. Featuring the return of spokesperson, actor and comedian John Michael Higgins, the commercials mark the first time actual retired customers are featured in a Physicians Mutual campaign.

Bob Gunia, Senior Vice President of Physicians Mutual said:

“Our customers are the best storytellers for finding joy in retirement. Audiences will relate to them and be inspired by the fun and joy their hobbies bring them. Three customers – Celestino, Tom and Beth – demonstrate the difference Physicians Mutual brings to retirement by delivering the peace of mind and financial security that comes from having the right coverage.”

 

Intermark CEO, Jake McKenzie, expounds on the psychological-marketing approach that informed the new spots:

“At Intermark, we leverage the behavioral sciences to give our clients a competitive and psychological edge. Research shows that seniors are more selective about their social interactions and experiences, choosing to spend time with close loved ones, and doing activities that provide emotional support and joy. Physicians Mutual’s new commercials are rooted in the Socioemotional Selectivity Theory (SST), which suggests that as people age, they tend to prioritize emotionally meaningful experiences and goals.”

 

Using inspiring stories, Intermark created videos (three :30s and three :15s) featuring: lifelong basketball player Celestino Fernandez of Tucson, Ariz.; vibrant sketch artist, cartoonist, and painter Tom Kerr of Omaha, Neb.; and avid rock collector Beth Kitchin of Mesa, Ariz. The ‘Joy in Retirement’ commercials will run in local markets and on cable outlets, including HGTV, History, GSN, Grit, ION, Hallmark, Hallmark Mystery, as well as WBD and A&E streaming, and social channels Facebook and YouTube.

Physicians Mutual conducted a nationwide search of its customers for the campaign, asking them to share what brings them joy. Hundreds of customers submitted their stories. Fernandez, Kerr and Kitchin were selected from the mountain of testimonials to be featured in the commercials.

Customers were flown to Los Angeles, California, where they were met with directors and production teams, were fitted for wardrobe, and were shot with Higgins over a three-day period each.