I used to work in the insurance industry so I was always intrigued by funny insurance ads. Prior to 1999, these ads were pretty serious, showing happy families and satisfied customers. Boring! But in 1999, GEICO began showing their gecko ads. The tie-in is simple; GEICO and gecko are similar words so not only were the commercials entertaining, they provided an easy way to remember the company name.
Fast forward to present: The insurance industry is now competing for attention by providing entertaining ads that still present the harder-core realities of loss. Ad executives explain they are competing for the attention of the 21st century customer base, one that may include silliness and cynicism. What do you think, is it working?
Here are my picks for hilarious insurance company commercials – listed alphabetically by company name:
Allstate
Allstate's Mayhem commercials began in 2010. Love them or hate them (people have strong feelings on both sides), Allstate saw its sales increase 5% in the first two fiscal quarters after the commercials began to air. Mayhem demonstrates the many perils that can befall a policy holder, whether it involves home or vehicle ownership.
Dean Winters, who stars in the Mayhem ads, represents varous risks that potential policyholders need to consider. And they better consider quickly, as once the current lesson has concluded, Mayhem is sure to leave with no concern about cleaning up the mess! Winters has had a notable career in film and TV – but most people know him from the Allstate ads.
Esurance
Esurance was founded in 1999, then purchased by Allstate in 2011. Esurance is being phased out, so its customers will be included under the Allstate brand. 1999 was early in the internet era and Esurance appealed to people by providing a new way of dealing with the business of insurance online. Its ads initially starred an animated character named Erin who fights off perils of the modern world.
In 2015, Esurance ran a commercial during the Super Bowl starring TV's Walter White. Look it up on YouTube! Esurance's Bernice ad started its run in 2014, portraying Beatrice as an older woman who wants to keep up with social media trends. Unfortunately, she doesn't quite get it. This is my favorite Esurance ad.
Farmers
Farmers Insurance has been around since 1928, founded in Los Angeles, California. It now provides a suite of insurance services to more than 10 million households and is one of the largest insurers in the U.S.
Professor Burke is Farmers' spokesperson for the most recent ad campaign. He's played by J.K. Simmons, an actor with theater, tv, and film experience. My favorite series of these ads is the Hall of Claims. These commercials portray real claims handled by Farmers. As a former claims adjuster, I've seen some really crazy things, so I can relate to these ads. My favorite is Stag Pool Party, below.
GEICO
Did you know that GEICO is an acronym for Government Employees Insurance Company? GEICO originally only sold to government employees, but now anyone can purchase their insurance products.
The company has had many successful advertising campaigns. They're not afraid to change up the theme and not afraid to pay for it. In 2012 GEICO spent over US$1.1 billion in advertising, or 6.8% of its revenue.
GEICO ads have arguably been the most popular commercials:
* Gecko
* Caveman
* Maxwell the Pig
* Spy Mom, and
* Hump Day Camel
My favorite are the caveman ads, which unfortunately are now retired. Apparently, getting insurance with GEICO is so easy, even a caveman can do it. Fair enough, but the caveman is offended by this.
Nationwide
Nationwide is a fan of putting contemporary musicians in its ads. The company was born in 1925 to cater specifically to Ohio farmers and was named Farm Bureau Mutual Automobile Insurance. Since then, it changed names and has expanded to customers "nationwide" with a full suite of insurance and financial services.
When I hear the company name, I always hear the rhyming jingle. That's a testament to the strength of what a good musical jingle can do. Nationwide is currently airing two themes. The first stars the multiple-award-winning R&B artist H.E.R. (Having Everything Revealed in case you didn't now). It's just HER and her guitar singing beautifully with images of people in everyday life, and that's enough. She's so talented, most people stop and listen.
The funny ads star Peyton Manning and often, but not always, Brad Paisley. The two work great together. Here's my favorite:
Progressive
Progressive is currently showing two different themes, both comedic, in their ads. Everyone knows Flo, and there she is at the top of this list item! Flo and her crew joke about insurance while giving advice. They're friendly and funny.
The character of Dr. Rick also stars in Progressive ads. He's there to prevent you from becoming your parents (could there be a worse fate?) These ads are relatable and that's what makes them popular. In the ad below, one man is learning about elevator etiquette. Personally in an elevator, I always ignore everyone and pretend I'm there alone – a lesson this guy has yet to learn. 😆
