Insurance Companies Who “Get” Women

Okay, insurance companies often do a good job sympathizing with what consumers worry about. They ought to, it’s their business. But lately, lots of them prefer to let their ads take the funny train in their never-ending envy of the Geico phenomenon. While I have a crush on the lizard and the Mayhem character is insurance eye candy for women, a few companies have taken the emotional high road and I love them for it.

I’ve enjoyed Liberty Mutual’s responsibility campaign and State Farm ran a moving spot as a tribute for the 10th anniversary of 9/11.  But the top prize for connecting with women goes to Mass Mutual’s new spot about their support for families caring for special needs children. The casting, writing and sensitive storytelling will connect not only with customers who need these policies, but with customers who care about companies who care. And isn’t that what insurance is supposed to be about? Congrats, Mass Mutual. You killed it.

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December 2, 2021
by Mary Lou Quinlan

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