NJM Insurance, working alongside Brownstein, has launched the latest spots in its latest “No Jingles or Mascots” campaign, which takes aim at the insurance category’s marketing clichés to illustrate NJM’s promise to its policyholders: exceptional service and coverage, without the gimmicks.
The latest installment expresses the brand’s promise by highlighting its transparent, straightforward service, underscoring that great insurance has nothing to hide.
“The characters and situations dive further into exaggerated territory, but the creative concept is a direct reflection of what’s happening in the industry; we’re just holding up a mirror to it,” said Kaitlyn Castillo, Associate Creative Director at Brownstein. “We counter these exaggerations with documentary-style filming techniques that bring the audience in with us to emphasize NJM’s honest and straightforward relationship with their customers.”
“When you dig deep enough, you can find the deeper truth — and there’s no denying that the idea behind ‘No Jingles or Mascots’ rings true for NJM,” said Scott Cirlin, Associate Creative Director at Brownstein. “It’s a simple yet powerful strategy — that’s resulted in a series of creative, compelling and effective executions for the brand.”
“Consumers are often concerned that insurance companies don’t have their best interests in mind,” said Cam Maio, Vice President of Marketing at NJM. “Our unique reputation is built upon our commitment to our customers, and this campaign is a lighthearted way of demonstrating our customer-first experience.”