Here's Why You Won't Find Talking Animals or Irritating Jingles in NJM Insurance's Advertising

Its latest campaign attempts to settle a long-running score

Brands have a long history of distinguishing themselves by taking direct aim at their competitors. Sometimes the poke is subtle, like when 7-Up called itself the “un-cola” in the 1970s, and sometimes it’s kinda mean, like in Apple’s “I’m a Mac” spots from the early 2000s that cast a portly dweeb to play a PC.