Paul Bunyan is now selling health insurance

August 19, 2013

With just over a month left until the health insurance marketplaces launch, more and more states are going live with campaigns to convince residents to purchase coverage.

The latest effort comes from Minnesota, which has turned to none other than local lumberjack hero Paul Bunyan as the face of its campaign. His enormous blue ox, Babe, will also have a starring role.

Minnesota is already home to a site that claims to be the lumberjack's final resting place. In the video spot, Bunyan gets himself into some rather perilous situations that require health care treatment, including what looks to be a three-foot walking cast.

The state follows on other campaigns that take on local flavor, like Oregon's very twee singer-songwriter campaign. Overall, analysts expect that $1 billion will be spent on health law advertising, both in favor and against, by 2014.

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Evan Soltas · August 19, 2013