Sam Friedman recently generated a lot of controversy in NUP and on his blog (http://nusamsoapbox.com/2009/05/27/time-for-some-tough-love-on-industrys-image/) about the insurance industry’s traditionally lousy image and what can be done about it (even Bob Hunter weighed in — I’m jealous!).

On the same topic, I’d like to comment on the recent State Farm ads (http://www.youtube.com/watch?v=9PMwTwY7SUs) now airing on TV. I almost never watch commercials since the advent of TiVo, but the latest one grabbed me and didn’t let go.

To the strains of the Jackson Five classic “I’ll Be There,” the 90-second spot shows real (albeit staged) images of what insurance is all about: hurricane victims crying in front of home wreckage, women on a breast cancer walk, a female soldier returning home to her young son, a Habitat for Humanity group raising a house, old folks caring for one another. It ends with the simple words on the screen, “Nothing’s more important than being there.”

Apparently I’m not alone: read some of the comments under the YouTube clip to see that along with the usual cynicism, many people were actually moved by this piece of advertising.

I know the insurance industry’s image revolves around a lot more than paid advertising — and that direct writers are the the Great Satan — but this ad campaign speaks to what insurance is really about, underplaying the price issue and playing up the importance of a real, live agent who’s on the scene when you need them.

I’ve always maintained that catastrophes are the true proving ground for agents to not only justify their existence, but to establish some bragging rights about the important work they do for their customers.

Hurricane season is coming up. Image enhancement, anyone?

This entry was posted on Friday, May 29th, 2009 at 1:55 pm and is filed under advertising, brand perception, catastrophes, claims, consumers. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.