New Campaigns: New England

Client: Arbella Protection Insurance, Quincy, Mass.
Agency: Wickersham Hunt Schwantner, Boston
Creative Directors: Amy Hunt, Lysle Wickersham
Art Directors: Brad Pruett, Natalie Zammito
Copywriters: Martin Stadmueller, Chris Castagnola
Photographer: Jill Greenberg
TV Director: Paul Fuentes
In its first creative work for Arbella Protection Insurance, Wickersham Hunt Schwantner in Boston has fashioned a print and broadcast effort that promotes the Quincy, Mass.-based client’s direct-to-consumer auto insurance capability. “What’s important to you?” is the tagline used in print ads, direct mail executions, a 30-second TV commercial and a 60-second radio spot.
The campaign uses humor to promote the Arbella name and portray the insurer as an approachable, self-effacing company with new ideas, said Wickersham creative director Amy Hunt. One print ad shows a smarmy insurance salesman; the copy underscores the client’s more enlightened, direct sales approach. Another execution compares a gourmet meal (“our service”) with a TV dinner (“our price”). The headline reads, “But the really crazy thing is, we’re talking about insurance here.”
The effort broke exclusively in Connecticut, where the company will be testing the direct sales channel for the next several months. There is no immediate plan to expand the campaign into Massachusetts, Hunt said. -David Gianatasio

Client: Star Market Co., Cambridge, Mass.
Agency: North Castle Partners, Boston
Creative Director: John Iafeliece
Art Director: Karl Thompson
Copywriter: Kirk Etherton
A television commercial by North Castle Partners for Star Market opens with an apathetic teenager energized by the presumption that his parents are presenting him with a gift to make his life at college easier. Seeing a bright-blue tag dangling from a key ring, the boy interprets the gift as a new car. “You wouldn’t think he’d be that excited about saving money on groceries,” the puzzled father whispers to his wife as his son races to the window to check out the nonexistent automobile. He returns to mom and dad to inquire about its color. “Blue,” they utter, as he again rushes off in search of the car.
“Our job was to introduce the Star key tags in the most memorable way possible,” said art director Karl Thompson. “Humor is back in a big way.” The 30-second spot broke last month on TV stations throughout Greater Boston.
A commercial promoting the grocery store chain’s La Carte section, which boasts prepared foods and side orders, will follow soon. -Sarah Jones