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

Adweek's annual #Brandweek summit will explore the ideas behind breakthrough successes, discuss solutions to pressing challenges and explore new opportunities in the Metaverse. Join leaders from Alo Yoga, Hyundai Motor America, Frito-Lay and more, Sept. 12–16 in Miami. Sign up early to save.

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.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Your sites feature HTML here...