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

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. 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. In each case the role of Travelers is implied but never explicitly stated, with the ads instead focusing on the emotional moments that follow. "Footsteps," for example, focuses on a family coffee shop and a daughter who always seems to be getting in trouble for drawing rather than helping customers. After a fire, her father finally seems to find an appreciation for her artistic talents. [kickout id="1"] Another ad focuses on a hardware store passing from one generation to the next, a father who makes a chair for his new son that stays with the family for years and a favorite car sing-along uniting a mother and daughter. "Today most insurance competitors are using humor to convey their messages, so we decided to go in another direction. Our new Travelers campaign is about the promise of care. We are showing this with authentic and emotional stories to demonstrate that the act of care really matters," TBWA\Chiat\Day New York executive creative director Walt Connelly told Adweek. "Even though the world we live in does not always show it, care can make a real difference in a person's life. And that is what Travelers believes at its core." The campaign made its debut during the Travelers Championship PGA Golf Tournament June 20-23 and will continue to air nationally on broadcast through the end of 2019, as well as across social media channels. TBWA\Chiat\Day New York first came on as Travelers' lead creative agency in 2015, succeeding Fallon. [kickout id="2"] [kickout id="3"] [kickout id="4"] CREDITS Brand: Travelers Campaign: Stories of Care Agency: TBWA\Chiat\Day, New York Chief Creative Officer: Chris Beresford-Hill Executive Creative Director: Walter Connelly Associate Creative Director/Art Director: Ashley Veltre Associate Creative Director/Copywriter: Holden Rasche Senior Art Director (“Chair”): Coleman Davis Associate Copywriter (“Chair”): Alli Walker Head of Integrated Production: John Doris Executive Producer: Chris Klein Associate Producer: Sean Riojas Director of Business Affairs: Jennifer Bilyk Business Affairs Manager: Stephanie Ambroise Talent Manager: Charisse Astacio Group Account Director: Carrie Lipper Account Director: Mark Donohue Production Co.: Park Pictures Director/Director of Photography: Lance Acord Executive Producer: Jackie Kelman Bisbee Executive Producer: Justin Pollock Head of Production: Anne Bobroff Executive Producer: Caroline Kousidonis Editorial: Exile Editor: Kirk Baxter Assistant Editor: Zaldy Lopez Assistant Editor: Ling Chua Executive Producer: Sasha Hirschfeld Head of Production: Evyn Bruce Post Producer: Vietan Nguyen Sound Design/Audio Mix: Wave Studios Sound Designer/Mixer: Chris Afzal Executive Producer: Vicky Ferraro Color Grade: MPC Senior Colorist: Mark Gethin Executive Producer: Meghan Lang Producer: Susan Harris, Damian Winterbottom VFX: MPC Creative Director: Alvin Cruz Executive Producer: Camila De Biaggi Producer: Elissa Norman, Anna Kravtsov Lead Flame Artist: Rob Walker Flame Artists: Bilali Mack, Lawrence Merrill, Tamir Sapir, Tom McCullough, Thiago Porto Nuke Artists: Mazyar Sharifian, Renato Carone Digital Matte Painting: Daniel Bayona, Sachin Dhapudkar CG Artists: Dan Fine, Lucy Choi, Francisco Fraga, Jemmy Molero Line Producer: Abhinav Sharda Production Coordinator: Katherine Micci