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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.
Taking a decidedly different approach, Guardian, a 158-year-old insurance company has gone in a completely different direction with an emotional, cinematic ad that shares the stories of real people.
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