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

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

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.

And sometimes it’s just funny. Case in point: The campaign launching this week from NJM Insurance Group.

After years of enduring rival insurance companies’ earworm jingles, talking lizards and the Cheshire grin of a certain female customer service rep, this New Jersey-based midsize insurer decided enough was enough.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in