Travelers Insurance Tugs on Heartstrings With Emotional 'Stories of Care'

Insurance advertising tends to trade in absurdist humor (see: Geico) rather than dramatic attempts to touch on human emotions. It’s more likely to be remembered for tonedeaf misfires than for successfully channeling human emotion. And yet Travelers Insurance does the unexpected in its “Stories of Care” campaign from agency of record TBWA\Chiat\Day New York and Park Pictures director Lance Acord, who also helmed Nike’s “Dream Crazy” and was named to Adweek’s Creative 100.

The cinematic ads take a look at a series of families, each narrative unfolding over a series of years and filled with emotional moments that challenge homeowners and small business owners but ultimately lead to moments of reconciliation.