So why do I like it?
I like this ad because it works – and it works for a reason that bears thinking about in your strategic planning. The ad is for insurance for people who are pretty bad risks. It’s a group I would want to insure myself, but then someone has to. Here’s what I think makes this ad work: the people who see this ad, folks who are, perhaps, watching cheesy re-runs at 2 a.m., are not, for the most part, “professional”. They see an ad that shows someone pulling up to a McMansion in a BMW and immediately tune it out – because they know it’s not for them. But this ad hits those same people hard because it is for them….it’s quick, funny in a cheesy way, and there are bits that will appeal strongly to the lowest common denominator.
Obviously, there are things I do not like about this ad campaign. For one thing, there are nasty sexist bits in there that I wouldn’t touch with a ten-foot pole. But, at the end of the day, Vern Fonk keeps running these spots because they get business in a cost-effective way. And that means the spots probably work - even though most marketing folks would hate to have produced them.