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Insurance might not be the first category you think of for emotional storytelling.
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.
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