I admit up front that I like programming and TV commercials that make me feel good. My real world life is stressed out and frenetic so I don’t need more stress from my TV viewing. So, I gravitate toward the positive – or the totally unreal (Scifi, etc.).
So it probably comes as no surprise that I really like a couple of State Farm’s recent TV spots: Carrie’s Turn and Pocket Agent. The people in the spots seem genuine and likable. It makes me feel good about the company. In an age where insurance advertising has become so gimmicky (cave men, geckos, mayhem, etc.), I really like this wholesome appeal by State Farm. It is refreshingly simple and uncomplicated – something that is challenging to execute effectively.
Below are a couple of the spots for your viewing (and commenting) pleasure. Let me know what you think.
Post by Dan Dunlop, Brand Expeditions
Really find these commercials obnoxious, in fact the entire campaign. Find the spokesperson smug. Plus they all talk over one another, extremely rude, in fact the entire premise of the “Carrie” commercial. No really unique benefit here, why State Farm over all the other competitors? The only firm not talking about price is All State, with more emotional “Good Hands” idea. Competing on price alone is a “snakepit” and guaranteed to hurt firms long term. Service and credibility will win out.
Your dimpled spokesperson comes off as arrogant and self serving. Every time this commercial airs, I either mute or change the channel. Who gives a #$@% if 40 million bozos do this or that. As long as you’re taking my time, give me a chuckle, or make ponder. This entire ad campaign blows chunks.
[...] The insurance industry is currently cranking out the advertising creative. Fueled by the efforts of Geico and Progressive, some of the heritage brands are going to great lengths to get noticed and capture their share of mind among consumers. This includes companies like Nationwide, Allstate and State Farm. In the past I’ve written posts about advertising produced for Allstate, Liberty Mutual, and State Farm. [...]