The Ralph Gabbard Television Excellence Award is one of one of the most prestigious honors conferred by the Lexington Advertising Club at its annual ADDY awards show. This year, the Gabbard Award was presented to AD-SUCCESS for the "Easier to Carry" series of TV spots created for Bluegrass Family Health (BFH).

The 30-second spots feature the distinctive purple BFH backpack being stuffed with a number of employee benefits, like cash, vacation and holiday props, and health insurance from Bluegrass Family Health. Voice-over narration and on-screen graphics then describe the options and advantages available with BFH health insurance products.

Steve Broderson of AD-SUCCESS developed the backpack concept. Creative Director John E. Campbell wrote and produced the spots, and provided the voice-over narration. The complicated green-screen production took place at the studios of The PPS Group, Cincinnati; audio tracks were produced by Dynamix Audio, Lexington.

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