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5 Insurance Ads That Score This NFL Season

Insurance is a heavily advertised product, and professional football is notorious for its commercial breaks. Those two factors combine for some inescapable insurance commercials.

According to Advertising Age, insurance ad spending across all lines of business — not just car insurance — >totaled $4.15 billion in 2009, double what it was in 2000. And much of that spend takes place during NFL football games, the cost for which was as high as $975,000 for some marquee games this year, Adweek reports.

So what do you get when you have an industry that can't wait to get its ads in front of consumers, and a premium product to buy ads against? Several commercials for insurance after every kickoff, touchdown or punt. Here are some of the most ubiquitous.

Nathan Golia is senior editor of Insurance & Technology. He joined the publication in 2010 as associate editor and covers all aspects of the nexus between insurance and information technology, including mobility, distribution, core systems, customer interaction, and risk ... View Full Bio

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Nathan Golia
Nathan Golia,
User Rank: Author
2/4/2013 | 10:51:30 PM
re: 5 Insurance Ads That Score This NFL Season
-As I wrote today, Tom, I couldn't believe that there wasn't more of an insurance presence during the Super Bowl as there is during the regular season. Maybe that will change next year.
User Rank: Apprentice
2/4/2013 | 8:02:46 PM
re: 5 Insurance Ads That Score This NFL Season

Whether you are a diehard fan or a casual observer, just
about everyone can agree that the real Super Bowl competition starts when the
action on the field stops and the commercials begin. Granted there wasnGt much
competition among insurers during the game G only Allstate had a spot G but in
recent weeks we saw numerous spots from the Geico gecko, Flo from Progressive
and Farmers University, among others. But while a positive brand image is critical,
carriers need more than witty ad copy to claim victory on this playing field in
order to make their brand promise a reality. Insurers need captive channels
that can leverage agile technology to automate an intelligent, high-touch
approach designed to deliver consistent and repeatable sales success. If you
want to read more of my thoughts, feel free to read a blog I wrote on this same
topic here G

User Rank: Apprentice
1/25/2013 | 8:53:40 PM
re: 5 Insurance Ads That Score This NFL Season
Mayhem, as usual.
Nathan Golia
Nathan Golia,
User Rank: Author
1/25/2013 | 7:53:53 PM
re: 5 Insurance Ads That Score This NFL Season
I agree Anthony, the Liberty Mutual ads are very well-executed. Definitely space for some variations on that theme as well. Maybe we'll see them next season.
User Rank: Apprentice
1/25/2013 | 7:47:28 PM
re: 5 Insurance Ads That Score This NFL Season
Liberty Mutual takes the palm with a slapstick but witty approach to risk awareness. I noticed they pinched a line from the 1984 flick Starman: Humans are at their best when things are worst (I paraphrase). High points for Allstate too, for the effective Mayhem concept, and special appreciation for their pointing out the disadvantage of buying on price alone. The Nationwide one was nicely produced and a good message, emphasizing the mutual paradigm G a great post-financial crisis theme. Prudential's was good G a classic appeal well-executed. GEICO's dreadful ad was an easy last place: painful to watch exploitation of an unfortunate (if shameless) has-been, and points deducted for pushing price-shopping for insurance.
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