John Nosta: THINKOLOGY Thinking For A Living–Great Thoughts…Lots of Typos!

The Big Think: Insurance Advertising and the Rush to Parity

I really enjoy the new insurance advertising.  It's a refreshing change from the traditional and conservative spots that have defined the industry.

First came along Geico.  From lizards to cavemen, they captured mindshare and the dollars followed.

Then Progressive and Flo captured our imagination.  She's the quirky voice of Progressive who has more than just a brand presence, she's also emerged as a bit of celebrity with a her own Facebook following.

Then came along...ahhh?  Well, it was either some skinny guy from Nationwide or a more sinister character who cause (and was named) mayhem.  Afterwhich there was a funny concept from Farmer's Insurance.  I think?

So, here you have it.   A lizard, Flo, a freaky guy, a funny guy, a caveman, a vanishing deductible, and an entire industry that has now become define by the quirky character.

I think it's great that this generally conservative industry has broken free and engaged our minds a bit more.  But it feels to me that each of these companies is chasing the same core concept.  It's almost as if there was a chain reaction in the executive suites where each CEO called for "my quirky character".  And it was not as a new, innovative approach to advertising, but to follow the successful lead of other companies.  It's a common reaction amoung marketers--to envy a competor's success and to copy the concept / tactic.  But what's happened here is that all these "innovative" advertising campaigns have largely landed in the same spot!  They are all fighting for the same mind space with a desire to "go with their own Flo".

What's left are a series of vignettes--from cool to cute--that fail to effectively differentiate each of these brands.

Yes, some cool TV spots, but I can't remember who saves me from mayhem or who makes my deductible vanish!