Let's just distill what companies are saying about themselves with their millions of dollars in paid media. If we just distilled these messages, what are brands really saying about themselves?
First up is insurance companies. They seems to have tons of loot to spend on advertising. I often wonder where they get all that money.
Traveler's Insurance
We get those crazy panic attacks too. Buy insurance from us and find something less important to freak out over.
Kaiser Permanente
Feel good about us because we believe in antioxidants and we want to see you grow old.
Geico
We make so much money that we can run ten different campaigns at once and not one them is even the slightest bit serious. You want cavemen? Check. Funny lizards? Check. That Rockwell song from 1983? We got that.
Progressive
Dude, we are easy to deal with and we are cheap. Have you heard of this thing called the internet? You can find us there.
Allstate
We are dead serious and we understand "small-town" values. Pardon us if we are kind of boring. We are an insurance company after all.
Pacific Life
Let's interrupt these boring advertising messages with a few awesome shots of whales doing their thing accompanied with some rock music. This is how you do it.
Aflac
Hey, check this out. We found the most annoying concept ever and we are going to annoy you all fall by playing these ads every Saturday all day long until you consider buying insurance from us.
Traveler's
Kaiser Permanente
Geico
Progressive
Allstate
Pacific Life
Aflac
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