{ "media_type": "text", "post_content": "Aside from Dr. Rick and Geico ads, I don’t really understand any of the insurance ads on American TV at all. I wonder if it’s because it’s hyper localized and foreigners like me are not the target.", "post_id": "60ebbd4afd2030002fdfd22b", "reply_count": 22, "vote_count": 2, "bowl_id": "5565cfca8b2b9a03009acf57", "bowl_name": "Advertising" }

Aside from Dr. Rick and Geico ads, I don’t really understand any of the insurance ads on American TV at all. I wonder if it’s because it’s hyper localized and foreigners like me are not the target.

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Because they are all brand spots. Getting their names stuck in your head but NOT giving any details or stats as to WHY they are better than one another? It’s genius.

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The ads aren’t about nothing though? Do you truly listen and process the things they say in these ads? They all have little plots and ways of communicating their key RTB. It sounds like you just don’t like them, which is TOTALLY okay. But if you’re going to critique them, you need to absorb them more thoroughly before you dismiss them.

smart

Insurance companies, collectively, realized that A) insurance is a boring necessity, B) general audience doesn’t understand insurance, but needs it C) most people are stupid but if you make them laugh and make it easy that people will remember/look into it Geico def pioneered that, but everyone else def followed suit once they realize they were raking away market share with a gecko and a caveman

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This is a funny story. I’m also a foreign and one of my first assignments when I moved to the US was on a pitch at Deutsch LA. Someone on the team started playing a Flo commercial to make a point about what we were doing. And I was “this is s really stupid, I don’t get it” Everyone in the room went quiet and were staring at me like I had a terminal disease. Pete Favat, who was in the room, started laughing his ass off. And I had no clue what had just happened.

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I work on one of these brands. It’s all about consideration and the rule of 3. No one is going to google 4 insurance companies so branding and name recognition is paramount. All the mascots, jingles, and tag lines have been tested to death and represent the most memorable (and most liked) work. There’s not much more to understand. People remember these ads more than others.

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One of those things that advertisers hate, but the consumers love so...they’re doing their job

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