In brief: Blue Cross direct response

Ontario Blue Cross is using a 30-second, direct-response tv spot to advertise supplemental health insurance to the basic coverage provided by the Ontario Health Insurance Plan.Due North Communications handled the creative for the spot, which debuted July 25 and plays for...

Ontario Blue Cross is using a 30-second, direct-response tv spot to advertise supplemental health insurance to the basic coverage provided by the Ontario Health Insurance Plan.

Due North Communications handled the creative for the spot, which debuted July 25 and plays for four weeks. Another four-week run is planned for September.