In yesterdays post "Ads, commercials, and turn-offs" and then the sequel to that this morning "Ads, commercials, and turn-offs - II" I started out reflecting on the recent barrage of political ads and then went from there.
In the original post, I was talking about Geico ads and how I think they are lacking in continuity - but as a whole body of work they do make you remember the brand and talk about - often in a negative light.
However, speaking of insurance companies, there are 3 other ad campaigns that I want to look at briefly - one makes no sense, one is brand new,, and one is extremely well done.
The one that makes no sense is Nothwestern Mutual - "the quiet company." When they first started advertising The Olympics (I think that's right, but I don't remember the year), their slogan fit them very well because they had not advertised. Unless you were a policy holder (which I was) or well-versed on insurance products, you probably hadn't heard of them. Well, now many years later with a fair amount of print and televised advertising, they are still trying to get away with that "quiet company" message. It doesn't ring true anymore.
Then there's Old Mutual which over the past couple of weeks has come out with some humorous spots. Still don't know who or what the are but they have a catchy slogan.
Now the one that is so well done that I didn't immediately think of it because it's not gimicky - just a very solid "pay-it-forward" message. I'm talking about Liberty Mutual. They have run a couple of urban scenarios and now there's one on that takes place at a carnival. Nothing about the product, but a memorable, core belief message.
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My personal favorite now are the Apple ads making fun of Vista. They crack me up, I even stop my fast forward to watch new ones.
Again, not watching much tv, I have no clue what you are writing about, but I promised to comment on all three posts in your series! LOL!
Fred,
Agreed. That is a very clever campaign that really draws you into it. :)
Steve
Lisa,
You stick to your word. Thanks. Sorry it was a topic that didn't connect with you. :)
Steve
Steve...
I remembered the pay-it-forward ad but could not remember that it was for Liberty Mutual ... so I wonder just how effective that is?
Richard,
I totally agree. Everytime I see the ad I have to try to remember who it's for - nice ad, no traction. :)
Steve
Steve - I guess you have different commercials in Florida. I haven't seen these, either. :(
Debi,
I don't know. I can't see why they would be local to a market, but maybe they are. :)
Steve