Taxi (New York)

Taxi's commercials for Blue Shield of California began in 2006 and are still running today. The commercials use disembodied heads of actors against a white cyclorama, which shows images of customers telling tales of poor treatment. While Taxi's headquarters in Montreal, Canada, Taxi New York was responsible for these ads. As an extension to the television campaign, Taxi New York launched and experimented with a guerrilla-marketing idea and put outdoor booths, known as "chat boxes", in 4 different cities that allowed anyone to stick their heads in a hole and tell their personal stories/experiences of health insurance mismanagement. People who shared their stories could then go to the website and view their own Blue Shield commercial and send it to friends. This campaign, both the television & guerrilla-marketing campaign is very effective because it really makes you feel that Blue Shield has your back and understands the problems that people face everyday with insurance companies. Blue Shield realizes that bad things happen at inconvenient times....and they're here to help! In this hilarious commercial a 46 year old man loses a tooth... but since Blue Shield includes a dental plan he'll be just fine and won't have to wait around for the tooth fairy.