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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.