This 158-Year-Old Insurance Company Has Never Advertised Until Today

Guardian's touching launch counters comedy in category

A moment of togetherness in new Guardian ad. Guardian

In the crowded field of insurance advertising and marketing, comedy seems to be king, queen and court jester. Run through the brands—Allstate, State Farm, Aflac, Progressive, Farmers and, of course, Geico—and you’ll see the battle for the chuckle for a product that most people don’t necessarily want to think about, but can’t avoid.

@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.