Brownstein Group and NJM Insurance Take a Swing at Mascot Madness in Latest ‘No Jingles or Mascots’ Spots

Brownstein and NJM Insurance Group are back with two tongue-in-cheek new spots, “Backlot” and “Tour Tram,” as part of the ongoing ‘No Jingles or Mascots’ campaign.

The new campaign takes a behind-the-scenes look at the insurance industry by asking: what if every brand launched its mascot-driven commercial at the exact same time, in the exact same place? Filmed on the legendary Universal Studios backlot in California, the spots drop NJM right into the middle of the mayhem — showing a world overrun with costumed characters, stunts, and spectacle — and positioning NJM as the straightforward alternative.

In “Backlot,” viewers see a chaotic world of costumed characters, live animals, and oversized props, poking fun at the lengths insurance brands go to for attention. NJM positions itself as the clear alternative, prioritizing real customer value over marketing noise. Sharp-eyed viewers will also notice subtle Easter eggs, including nods to mascots featured in previous NJM campaigns.

Meanwhile, “Tour Tram” follows a group of excited tourists on a backlot studio tour who think they’ve stumbled onto the set of a blockbuster action movie when a director calls for a stunt shark. Their excitement quickly fades when they realize it’s just another insurance commercial. Shot on the same location where 1985’s Back to the Future was filmed – complete with actual tour trams passing by – the spot highlights the commonality of the industry’s ad tactics while reinforcing NJM’s authenticity.

“Over the past three years, ‘No Jingles or Mascots’ has become a signature platform for NJM,” said Gary Greenberg, chief creative officer at Brownstein Group. “With this new work, we’re building on that success and pushing the idea even further. By putting NJM at the center of the industry’s chaos, we’re reinforcing what has always set them apart. In a sea of mascots and stunts, what makes NJM stand out is its focus on what actually matters: honesty, substance, and a promise to do right by customers.”

Both spots also include NJM’s new messaging, “When things go wrong, we do what’s right.” The campaign launched in September across CTV, OLV, digital, radio, and social.