Taking Chances

How do you make an insurance-company ad stand out?

In a new print campaign for Chubb specialty insurance, by New York agency DeVito Fitterman, arresting graphics tell the story.

The effort, which broke last week, comprises two ads. In one, a sleazy insurance exec (not from Chubb) grins before a vault. One side of the picture morphs into corroded metal. “He’s got a million-dollar smile,” the copy reads. “Unfortunat ely, what he knows about underwriting financial institutions isn’t worth 2 cents.”

Another ad shows a sunburned man relaxing on the beach. A portion of the image has burst into flames.

The ads retain the tagline, “It’s Chubb. Or it’s chance.”

“[The graphic effects] really bring the ads to life,” said Betty Fitterman, agency co-founder. She added that the work aims “to show how things can really fall apart if you’re not careful.”

The ads target financial institutions, including credit unions and community banks, and are running in financial trade magazines.

Chubb specialty insurance is a service of Warren, N.J.- based Chubb Corp.