If you click on this TV ad (and haven’t read the title of this post or looked at the logo above!), I’m guessing that for the first 20 seconds you’ll be thinking something like,”I know I’ve seen this ad several times, but for the life of me I can’t remember what the point is or who the advertiser is.”
Why do ad agencies create advertising that is so hard to understand? Don’t they get that their audience has better things to do than to decipher the clues and connect the dots that they’ve so cleverly (or not) provided? The fact is that unless you’re an advertising geek like me, you won’t even bother to try. Instead, you’ll turn the channel, pick up a magazine, converse with whomever else is in the room, daydream–anything but exert the effort required to unravel their convoluted ad.
If you were to watch this ad with the sound off (and it’s not much better with the sound on), there’s absolutely no way you’d know the ad is saying that Travelers will make sure your damaged car will be repaired using the right replacement parts. In fact, there’s no way you’d know the commercial is for an insurance company, or that it has anything to do with automobiles.
Unfortunately, the agency–and presumably the client–fell in love with the idea of using computer-generated imagery (CGI) of a rabbit laughing hysterically at a snake with a rattle tied to its tail. As entertainment this is mediocre, and as advertising it’s downright pathetic.
A few years ago Travelers had an infinitely better campaign that creatively used its distinctive red umbrella to reinforce the notion that Travelers provides numerous types of protection. It also left absolutely no doubt that Travelers is the brand being advertised.
I’d be shocked if the people who produced and approved that campaign are the same ones involved with the current ad. Either way, I’d say it’s time for the current Travelers ad to hit the road.