GEICO/Aflac/Youtube
Insurance may not be the most exciting topic. But insurance companies have created a competitive space where selling the promise of security is delivered through creative, memorable advertising campaigns. These ads have promoted their products and left a lasting impression in our memories.
With all the creativity and fun these ads might hold, insurance advertising is a severe business. With more hoops to jump through compared to other fields, marketers must walk a fine line between creativity and misleading to prevent any inaccuracies in the information that reaches the consumers, either intentionally or unintentionally.
Storytelling: Connecting Emotionally with Consumers
Storytelling is an essential tool for insurance companies to communicate with their customers on a more emotional level. For instance, campaigns that showcase real-life stories of individuals who benefitted from insurance coverage create a more relatable image than just showing the company's services. They are also more engaging to viewers, with entertaining stories that can make the concept of insurance less intimidating and more approachable.
Mascots: The Face of Insurance Brands
When thinking about insurance advertising, mascots often spring to mind. Mascots have become iconic figures in insurance advertising. They shape consumer perceptions and generate deeper engagement that shapes a more straightforward understanding than the dry nature of insurance as a service usually does
Choosing a mascot to represent the company is a powerful visual symbol that can be used in many marketing channels to engage with customers. They can also serve as the primary storytelling tool, which helps reinforce brand values and messaging and can make complex insurance concepts easier to understand.
The trend of using Mascots started with Gecko in 1999 when GEICO Insurance decided to break away from traditional insurance ads. Many other companies followed their lead, and now we have famous insurance mascots like Flo and Aflac Duck. These mascots have become familiar faces in pop culture, using humor and relatability to make complex insurance concepts accessible.
GEICO Caveman
“So easy even a caveman can do it.” Remember the GEICO Caveman? This commercial is a classic example of effective insurance advertising.
The GEICO Gecko is one of the longest-running and most successful advertising mascots. First airing in 2004, it’s about the GEICO caveman, who is trying to protect his family from a tiger by using GEICO insurance to purchase a car. The ad was a huge success and helped to make GEICO one of the most popular insurance companies in the United States.
Joe Pytka, the director of Martin Advertising Agency, created the idea of Caveman. It was filmed in California and cost $2 million to produce.
The commercial was parodied in the movie "The Hangover" and referenced in the TV show "Family Guy." The commercial has even been featured in a museum exhibit at the Museum of the Moving Image in New York City.
On the Super Bowl LVIII GEICO aired a 15-minute documentary called Legend of the Lizard about its 25-year-old mascot, Gecio. World War Seven's David Shafei directed the full documentary.
In an interview, Gary Aurand, Senior Director, Brand And Creative at GEICO said, “Our team wanted to create a unique experience for viewers on one of the biggest days in advertising by producing a 15-minute documentary about the Gecko. In the documentary, we introduce viewers to Gecko’s teachers, his auntie, co-workers, best friend, and even learn some of his trade secrets. And you also hear from the Caveman too, who has lots of thoughts on the Gecko phenomenon.”
The Aflac Duck
After the famous caveman, one of the best-known mascots is the Aflac duck, who’s been quacking the company’s name for 20 years.
Kaplan Thaler Group, an advertising agency based in New York City, created this duck. While the art director was walking around Central Park repeatedly thinking about the word "Aflac," trying to devise an advertising campaign, he realized how much the company's name sounded like a duck's quack, and the famous duck was born.
The first Aflac duck commercial aired on January 1, 2000. Aflac CEO Dan Amos, who’s been the head of the company since 1990, told CNN how surprised he felt by how much the duck resonates with consumers.
“Within three years of the first ad, our sales in the US doubled and our name recognition went from under 10% to around 90%,” Amos said. “We now get texts, emails, and calls from people wanting to wear merchandise with the duck on it. We’ve arrived.”
The Aflac Duck was introduced to Japan in 2003, where Aflac has been providing insurance since 1974. Now, the duck has become one of the most popular advertising mascots there.
The idea of using the duck was an attempt to use humor to raise awareness of the Aflac name, which worked so well that in 2005, Aflac changed its logo to include the duck. The first advert with the new logo features Gilbert Gottfried at a pet store because the duck kept saying, "Aflac!" He trades in the duck for a parrot that says, "If you're hurt and can't work."
In 2009, Aflac launched the "Get the Aflacts" campaign to educate consumers about its insurance products. The campaign aimed to increase the duck's visibility and help people understand the benefits of Aflac insurance.
The Aflac duck has appeared with many celebrities, including Chevy Chase, Yogi Berra, and Yao Ming. He's also appeared alongside cartoon characters, like Bugs Bunny and Daffy Duck. It has even appeared in films, including Pixar's Up and Toy Story.
Allstate Mayhem Campaign
On the other end of the lovable duck spectrum is Mayhem, the mascot villain and spokesperson for the insurance company Allstate.
While his actions may be disruptive, he also provides valuable advice to viewers to encourage them to get Allstate. Mayhem's commercials followed the same formula: he showed the risk at the start of the commercial, then provided context for the event and represented the tragedy that would occur. Then, they ended with him using his catchphrase, "Get Allstate. You could save money and be better protected from mayhem... like me!"
The advertising agency Leo Burnett Worldwide created Mayhem in 2010, inspired by Harvey Keitel’s portrayal of Mr. White in the 1992 film “Reservoir Dogs.”As Lisa Cochrane, Allstate’s senior vice president of marketing and the campaign's creator, said, “Mayhem doesn’t intend to do harm. Mayhem is just random stuff that happens—teen driver, a puppy in the backseat, a random windstorm.”
The Mayhem campaign aims to encourage people to reconsider their insurance coverage. By highlighting unexpected life events, the campaign emphasizes the importance of comprehensive insurance protection.
After the Mayhem campaign, Allstate saw a 4.3% increase in sales, taking in $7.9 billion. The CBS Altitude Group noted that Mayhem was among Facebook’s Top global brands, and the campaign won the “Best of Show” category at the Chicago ADDY awards.
Flo from Progressive
Thanks to its iconic brand mascot, Flo, Progressive Insurance has some of the most creative commercials.
Progressive created an online superstore where you can get your insurance as quickly as any other product. They turned insurance into a tangible product, and that’s all with the help of the fictional character of Flo, a perky insurance saleswoman. She is truly the star of the show.
This quirky, relatable character has been one of the audience's favorites for over a decade. She simplified the complicated idea of insurance as she knows a lot about it and can help anyone find the perfect insurance package.
The main goal of the Progressive campaign was to make shopping for insurance an enjoyable experience. And that is what Flo represents.
Stephanie Courtney was chosen for Flo due to her background in comedy, and their first ad was aired on January 14, 2008. A customer said, “Wow,” impressed with all the extras that come with his savings of more than $350. A cashier named Flo echoes his enthusiasm and says, “Wow! I say it louder…” and that was the start of Flo.
Jake from State Farm
Founded in 1922, State Farm, one of the leading insurance companies in the US, is known for its iconic advertising, including the original Jake from State Farm.
They've had many celebrities appearing in their commercials, but the most iconic campaign is the "Jake from State Farm" series, which began in 2011 and has since become a cultural symbol.
The commercial features a man talking on the phone in his living room at 3 a.m., whispering to avoid waking his wife up. When she overhears the conversation, she asks who he is talking to. He responds, "It's Jake from State Farm."She grabs the phone and asks in suspicion, "What are you wearing, 'Jake from State Farm'?" The reply, "Uh…khakis," made this the iconic, simple ad that introduced audiences not only to Jake, but to State Farm insurance plans.
Rand Harbert, Chief Agency Sales and Marketing Officer, said in a press release, “Jake from State Farm isn’t just an individual – he is all of us. He represents what every one of the 19,000 State Farm agents and 58,000 employees strive to deliver.”
Jake, the face of State Farm, embodies the company's values of reliability and friendliness. The popularity of this campaign shows the power of memorable characters in advertising to create strong connections with consumers.
The original Jake from State Farm, whose real name is Jake Stone, was a regular employee before becoming a TV star. After the commercial's success, Stone left the company and now works as a bartender.
In 2020 Jake was relaunched, now played by actor Kevin Mimms. In various short commercials, Jake from State Farm, with his iconic khakis, participates in ridiculous situations with celebrities and everyday people to promote affordable rates, insurance packages, and reliable customer support, all while using the company slogan: "Like a good neighbor, State Farm is there."
Conclusion: Be Protected, Quack!
Insurance can be hard to swallow and complex for many consumers to navigate. By using mascots, these companies can somehow humanize the brands while making their products more understandable and memorable.
Characters like the Aflac duck and the GEICO Caveman show the importance of using humor. At the same time, Mayhem was made to target a younger audience and focus on more shocking storytelling that can talk directly to the viewer's mind. These approaches can help create a more effective and successful commercial, especially in a dry and somewhat less exciting topic like insurance.
This also topped up the collaboration game, as these characters collaborate with influencers, which can help advertise insurance products and make them more relatable.
Insurance advertising has also played a significant role in shaping our perceptions of insurance companies; these ads have helped to give some life to these often faceless and complex corporations. They have also helped to educate consumers about the importance of insurance and the various types of coverage available.
.png)
