Brownstein and NJM Snow Off Seasonal Spot for the “No Jingles or Mascots” Campaign

NJM and agency partner Brownstein released their newest round of work – “Snowman” – that leans into the holiday season for NJM’s ongoing “No Jingles or Mascots” campaign.

The 30-second TV ad – along with online videos, digital banners and social spots – features a typical Hallmark scene of a family gathering in their snow-covered front yard, working together to build a whimsical snowman. But in a sudden shift, the tone of the spot changes; the snowman comes to life, scaring the children by asking them if they have great insurance.

Reflecting the brand’s creative strategy to go against industry marketing clichés, ’Snowman’ also defies traditional holiday advertising tropes to reinforce NJM’s ongoing commitment to top-rated service and great rates. The holiday season is a time to reassess finances in preparation for the year ahead, and this spot underlines how NJM customers can save with a top-rated service.

In addition to “Snowman”, NJM is launching a holiday-specific radio spot – “Hmm Hmm Bells” – featuring a group singing “Jingle Bells” without saying “jingle” to stay true to its “No Jingles or Mascots” campaign.


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