The Automobile Club of Southern California's first integrated image campaign from Grey Advertising appeals to the insurance needs of a broad range of consumers.
The centerpiece of the estimated $4 million campaign, which broke late last month in Southern California, is a 30-second TV spot titled "Possessions." It opens with kids and a dog playing in front of a house, as onscreen text reads, "2 kids. ... 1 dog. ... Millions of memories." The spot continues to show shots of people enjoying their cars, boats and apartments. Through a voiceover, the spot suggests, "Insure your auto, your home, your apartment, your life. Auto Club. For all your insurance needs." It ends with the tagline, "Because if it's important to you, it's important to us."
"[The campaign] is an exciting new launch for the Auto Club," said Larry Varnes, vice chairman and chief strategic officer at the Los Angeles shop. "It's good news for the Auto Club, and for Grey."
The ad will air on network and cable TV through the end of the year. Print, radio and outdoor ads support the TV effort.
The campaign marks the first integrated branding work to come out of the agency under Peter Mooney, executive vice president, creative director. K