A picture worth a thousand question marks

I’m hanging out here on the couch waiting for Feeding Time. Looks like I’ve got a couple of hours still to wait in my stretchy pants. Thanksgiving excitement is building.

Exhausting all that social media has to offer at the moment, I decided to catch up on some mail reading. Specifically the “Quick start guide” for my new health insurance plan. I wasn't expecting it to be riveting reading nor particularly informative since all I did was change plans within the family I’ve been a part of for over a decade. But, well, desperate times.

The info about prescriptions and in-network providers and discounts on hearing aids is all in super large print.  Handy and apropos since this plan is intended for senior citizens with bifocals and cataracts. You see, thanks to my cranky back I’ve been eligible for all sorts of Old People Benefits since I was a youngin’ of just 32.

What is most striking, though…what is holding my attention hostage…what is prompting sooo many questions is the cover photo for my “Quick start guide.”

Other photos in the Guide feature older folks exercising or using a cell phone, appropriately accompanying information about healthy lifestyle benefits and how to contact the insurance company.

Meanwhile, the photo to introduce me to all that Regence Blue Cross Blue Shield has to offer its elderly members is…an Old Hipster Admiring a Plastic T-Rex.

What the?!?

At first glance, I thought the guy was feeding a
green parrot...which almost made some sense
cuz, you know, old people like birds

My career in market research occasionally allowed me to hang out with creative advertising folks. They are a quirky crowd. Nevertheless, I can’t quite imagine the pitch, storyboard, or logic behind this print ad.

What are they trying to communicate exactly? That I’m as old as a dinosaur? That even in my advanced years I will still enjoy playing with toys? That dementia can be adorable?

I suppose the photo did its job in capturing my attention. However, it has left me questioning the wisdom and grip on reality of my health insurance company.

Nevertheless, I do sort of wish Regence had included a plastic T-Rex with my new plastic insurance card. I mean, if you are going to go down a wacky advertising path, why not go all the way?