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Ad of the Day

Travelers "Drifters"

Brand: Travelers Insurance
Agency: Fallon Worldwide
Review Date: October 15, 2009

Fallon floats a flock of artful, big-budget spots for Travelers Insurance. Whether you agree with the mega-TV strategy or not, this latest 60-second ad, "Drifters," is a showstopper. Directed by Frank Budgen of Gorgeous Films, with Ellen Kuras as co-director of photography, it is indeed gorgeous. (Angus Wall of Rock Paper Scissors handled the fluid editing.) The idea is simple and abstract: that Travelers, as represented by a flotilla of the brand's trademark red umbrellas -- shown open and floating in the sky -- can protect your home, car and business. In the wrong hands, of course, the umbrellas could appear ominous, like a swarm of locusts, or something out of Hitchcock's The Birds. Instead, the spot offers a languid look at the protective devices gently floating over the country -- spanning oceans and ponds to canyons and cities and some of the shadowy places in between. The music flows, too: the track is "Worries" by folkie Langhorne Slim. "I'll take you along," he sings, in a great match to the sweeping visuals. In the end, the umbrellas blanket a car that looks like it has some miles on it, and also land on an attractive, but still modest, Arts & Crafts bungalow, forming a delicate red-roof shield. Attention getting and solid, the clip wordlessly conveys that there is still light, hope and even beauty left in life's journey. --Barbara Lippert

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Overall rating:
(2.8 ) Good

10 Comments
  • 1. Bad comments:
    October 24, 2009

    this is the worst of all the Travelers work, except the DR which I'm guessing Fallon does as well.


  • 2. Maurie Schindler comments:
    October 24, 2009

    The music and lyrics, make this 70 year old may cry. One of the most memorable ads I have ever heard.


  • 3. Fallon comments:
    October 23, 2009

    has the worst production dept in the USA. What a waste of client money. Could have shot this with anyone and gotten the same spot.


  • 4. Rad comments:
    October 22, 2009

    Really well done!


  • 5. BetterButter comments:
    October 19, 2009

    So boring. A swarm of logos floating around? This, from Fallon?


  • 6. coffeefreak comments:
    October 19, 2009

    Beautifully shot. An easily understandable concept. Tasteful infusion of the Travlers' logo. Enjoyable to watch. Nice job people. It's good to finally see an TV spot here that's...good.


  • 7. adrefugee comments:
    October 18, 2009

    Have to agree with previous comment. They needed Budgen for this? NO IDEA. Fact that Frank did this say a couple of things...he can't be as picky given the economy and changing face of advertising and he has become Pytka who will shoot anything for the money


  • 8. the Dean's comments:
    October 16, 2009

    Dean Hanson and Dean Buckhorn were the conceptual originators of this campaign and executed almost all of the best work. This spot is O.K. as it lacks a smart conceptual twist. It might be a good internal corporate video though. There was absolutely no need to hire Budgen to direct it though. A consistant over-sight on the over rated production department Fallon MPLS still has dragging them down.


  • 9. yyzbrian comments:
    October 16, 2009

    It's nice. I'm not blown away by the execution and it feels very insurance-y. So it's not exactly groundbreaking but it's pleasant enough to watch. I would have gotten it at 30 seconds, though. Print work recently for the Travelers seems funnier, more irreverent. Their brand character seems to be all over the place these days.


  • 10. wha? comments:
    October 16, 2009

    I enjoy this commercial. It sends out the message that you and your property will be taken care of, under the Traveler's Insurance "umbrella." I actually see the "swarms" of umbrellas as floating dandelion seeds, which is very calming, and tranquil. It reminds me of my childhood - pulling them off, watching them float away. Because of this, it's comforting - very effective.


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