TBWA\Chiat\Day NY Brings the Tears in First Work for Travelers

By Erik Oster 

TBWA\Chiat\Day New York launched its first campaign for Travelers Insurance since winning lead creative duties for the Hartford-based company back in February.

The campaign is made up of three spots, with the 60-second “Growing Up” (featured above) as its centerpiece. “Growing Up” shows a father’s relationship with his daughter as she cries through various growing pains, then leaves for college and gets married in the backyard. It’s the kind of emotional plea more typical for a brand like Subaru, but TBWA\Chiat\Day New York ties it to the brand fairly well with the line, “You make it a home, we help you protect it.” The other spots trade in emotion as well, with the 45-second “Charging Station” showing a girl calling her worried parents thanks to a Travelers charging station after a disaster and “Bakery” showing a community bakery recovering from catastrophe. Each of the ads ends with the tagline, “It’s better under the umbrella.”

“The campaign targets existing and prospective customers, independent insurance agents, and employees,” Lisa Caputo, executive vice president and chief marketing and communications officer at The Travelers Companies, Inc. explained to MediaPost. “We want to reinforce that Travelers is there to help people protect the things they care most about.”

“The convention in the insurance category is to use humor to gain awareness,” added TBWA\Chiat\Day New York CEO Rob Schwartz. “We went in a different direction and delivered emotion. Travelers is a company that truly cares about its customers, so we tried to frame that feeling.”