Blue Shield of California is running television ads that acknowledge how much many consumers hate their health insurance.

The New York office of TAXI Inc. has designed a campaign for California Blue, San Francisco, that features consumers complaining about problems such as inexplicable explanation-of-benefits statements.

“We shield you,” the ads promise.

California Blue will run the spots on broadcast stations and cable systems in Los Angeles, Sacramento, San Diego and San Francisco. Related outdoor ads will appear on billboards throughout California, California Blue says.