One of the most effective ways to capture your audience’s attention, which is one of the essential things a commercial can do, is to make them laugh. People will share your advertisement more frequently if they find it amusing. Let’s learn why is insurance commercials funny.
Because one of the essential things a commercial can do is grab the audience’s attention, the use of comedy in ads is a common practice. People are more likely to spread your ad across the internet if they find it amusing. Let’s discuss why these commercials are funny anyway.
Why is Insurance Commercials Funny?
The Humor Is In How Serious It Is
Not all commercials use humor for a variety of reasons. First and foremost, comedy is complex. So, if a joke fails or is offensive, the financial repercussions can devastate a business. The “Vampire Effect” is a concept in advertising which states that if a joke is humorous but unrelated to the brand, it may discourage customers from purchasing the product.
Good comedy is the most effective way to promote an insurance company’s brand. So, humorous commercials will be around for a long time.
Insurance ads are written by people who know something about insurance.
People are more likely to remain after hearing a humorous story. Two components comprise a text advertisement: headlines and descriptions. The maximum length of available headlines is 90 characters (30 each). The entire length of the description is 90 characters. If you exceed these limits, they may remove your advertisement from search results.
You can only work as an insurance agent in select regions of the country. Why, then, would you show your insurance advertisement to individuals who do not reside in your service area? Depending on your targeting settings, your insurance advertisement will only appear in certain cities, counties, or even within a certain distance of your office.
Include a clear call to action at the end of your ad. The following is an example of a call to action: “Contact us immediately for a quote!” Consider the specificity and precision of your call to action. A prominent call-to-action (CTA) should be displayed on the landing page, directing website visitors to call for a quote.
Humor in insuring depends on the agent selling the policy
When it comes to adopting a lighter tone in the insurance industry, it is not enough to merely consider a wacky new marketing strategy. There has been a substantial shift in consumer expectations, and the industry has a reputation for being slow to adapt.
Even as traditional insurers struggle to comprehend the marketing landscape of the younger generation, it is easy to wonder, “Are senior executives expected to dance on TikTok?”
Yes, that is correct. When advocating for a new, humorous face for insurance, we can be more sarcastic, but we cannot ignore the industry’s underlying problems. It will be impossible to shift the conversation from Netflix to insurance unless we also progress toward replicating the frictionless and instantaneous purchases that young people make on Amazon, Netflix, and Uber. This is the only way to reach a younger demographic effectively.
The good cop, bad cop approach works with insurance ads too.
Most likely, the phrase “good cop, bad cop” was coined in the context of a film. However, it is not merely a story.
The good cop, bad cop strategy works to gain an advantage over the other party when two people negotiate as a team.
They are both friendly and dangerous. The “carrots” of the good cop appear sweeter when contrasted with the “sticks” of the bad cop. In addition to law enforcement, an agent can utilize it in various other settings, including the workplace. Several studies determine the ideal attitude for an agent, and their findings have helped to clarify the situation somewhat.
Even if it is necessary to play the role of the bad cop, do so without undermining the client’s trust.
The insurance company is looking to hire a new ad agency.
Depending on how modern customers feel about insurance and how much younger people like to laugh, there could be some reasons.
As a side note, insurers may face problems if they don’t use humor in their branding with care. Humor might not bring in new customers if it removes other vital parts of an insurance company’s brand. This shows how important it is for an insurer to examine how a specific action affects the firm’s brand strength. This is important.
The agent is having trouble finding an ad agency that appreciates the humor in their commercials.
The comedy used in advertising might be situational, anecdotal, or character-based. Product placement is the most critical component of this strategy. Corporations place high importance on this positive connotation.
Humor in advertising is not always practical, but when it is, it results in memorable campaigns. The primary challenge is identifying the suitable humor style for your intended audience.
The most effective humorous marketing initiatives are for things that already sell and are seen as enjoyable by the general public. They are hence more likely to be observed and remembered. Therefore, firms should avoid employing humor to promote products connected with popular esteem.
Brands that want to differentiate themselves from the competition may benefit from humor, which can help them build a distinct voice. When speaking to a group of folks with whom you have an established relationship and are familiar with your brand, comedy is the most efficient way to get your point across.
No advertising agency has ever created a good insurance commercial.
Creating advertising campaigns for insurance consumers can be tricky since they must appeal to people from all walks of life with the appropriate message and pitch. The most challenging objective for advertising executives is to create advertisements that will be in people’s minds months or years after their first airing.
Large insurance companies in the United States have exploited animals and reptiles to attract clients. A talking gecko and Maxwell the Pig sell GEICO, while the brand-quacking duck represents Aflac. Several insurance businesses sell their products with actors and fake spokespeople.
Numerous well-known insurance advertisements have a comical tone. As an illustration, State Farm’s current television advertisements depict fake agents with magical skills responding to calls from anxious customers. To ensure the safety of their clients, the State Farm representatives bring them to a nearby office.
It’s not a matter of creativity – it’s just that no one can make an ad that’s funny about insurance.
When you make them laugh with a joke, you gain their support. When you enjoy a company’s humor, you implicitly support it (or comedic situations). They can more easily recommend that you utilize their services now that you have “loved” them, i.e., contact or visit their website to obtain a price quote. These advertisements focus less on selling qualities and more on establishing the product’s brand.
Most individuals view insurance as a very technical and complex subject to comprehend. Consequently, marketing departments of insurance companies may seek to make their products more accessible to the general public. They may therefore be educational or entertaining.
Insurance businesses are fully aware that people dread considering insurance goods.
Stupidity of Customers
Insurance commercial airtime on the four main broadcast networks ESPN, CNN, MSNBC, and Fox News, climbed by 52.3% between 2016 and 2021, from 71,000 minutes to 109,297 minutes, according to iSpot. This company monitors the influence of television advertising on companies. Ad minutes for beer brands (including hard seltzer) have stayed at approximately 7,000 minutes yearly since 2016.
Because that is their perspective, Geico and Progressive’s success with stupidity persuaded Liberty Mutual that stupidity was practical. There must be some benefit to spending so much on this ludicrous advertising. Doug and Limu Emu served as extreme instances. When I say that advertisements are effective, I do not mean that individuals appreciate them.
Consider the frequency of these adverts in the hours after your return from work. You will be bombarded with these advertisements within an hour of turning on the television. Never forget them, for they will never abandon you. If you do not know what they are, you might as well not know what they are.
Insurance Works by Joking Around
Despite not being known for its sense of humor, the insurance business has produced some of the most memorable advertisements in recent memory. You are not alone in your opinion that insurance industry humor is a bit too sarcastic. Almost every major insurance company has its own humorous and memorable advertising.
Throughout the 1980s and 1990s, insurance advertisements depicted happy families with a voiceover reassuring viewers that everything would be fine as long as they had the necessary coverage. A warning about the dangers of not having insurance was also displayed in the form of flashing images of fires, floods, and other disasters.
According to marketing experts, humor can help insurance companies connect with millennials.
Some of the most amusing insurance ads have come from the business, even though it’s not particularly interesting. The use of humor in advertising may seem out of place in insurance. Still, the strategy has proven so successful that nearly every major insurer has jumped on board to create memorable commercials.
Insurance commercials followed the same pattern for decades: images of happy families with a voiceover assuring viewers that everything will be fine if they get the correct coverage would be the standard. There were also warnings regarding the dangers of not having insurance in the form of flash frames depicting various risks such as fire, water, etc.
However, all that changed when GEICO’s “gecko” debuted in 1999. The Martin Agency created it to promote the GEICO brand and aid customers in pronouncing the insurer’s name correctly, and it has since become an iconic part of pop culture.
Nicholas J. Banks has been an expert in the Insurance industry for over 10 years. He is well-versed in all aspects of insurance, and he has worked on Allstate Ins Group since 2006.
He attended the University of Pennsylvania with an undergraduate degree in Business Administration, followed by a Master’s degree from the University of Southern California to further his career in Insurance Management.
His experience working with many different companies has helped him develop valuable insight into how to succeed in this exciting field, which he now shares through our blog “Pro Insurance Info.”