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

NJM's mascot doesn't have a name because he's not their mascot—the company doesn't want one. NJM Insurance

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.

@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.