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 TBWAChiatDay New York and Park Pictures director Lance Accord, 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.
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,” TBWAChiatDay 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.
TBWAChiatDay New York first came on as Travelers’ lead creative agency in 2015, succeeding Fallon.
Campaign: Stories of Care
Agency: TBWAChiatDay, 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
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
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