Guardian - an insurance company in its 158th year of business and that has never launched any ad campaigns - has finally produced its first commercial.
Taking a decidedly different approach from other insurance companies, which have relied on humorous ads to catch attention, Guardian has elected to go with an ad campaign that tells the stories of real people.
Guardian’s ad features a series of mini-vignettes depicting ordinary people being “guardians” for others. The inspiring imagery is accompanied by narration that talks about what it means to take care of others.
“When you care about someone more than yourself, you change, you become stronger, more determined, more courageous. You become part of something bigger,” a voiceover played with the ad states.
Adweek reported that the 60-second spot was produced by Los Angeles-based agency Omelet.
Guardian was founded in 1860 by a German civil rights lawyer who sought to help improve the lives of his fellow immigrants; the company’s recent ad hopes to make that heritage and message of hope known.
“It’s the right moment in history, to emphatically state, that core values matter. They bring us together and make us stronger,” Guardian chief communications officer Sherry Pudloski told Adweek. “Telling Guardian’s story in this campaign will remind people of that, and, at the same time, introduce our brand and share what makes it special.”
The ad is one part of Guardian’s current rebranding strategy. The company has also launched a new logo and visual identity – featured in the ad – designed by The Working Assembly. Analog Folk has been tapped to handle the brand’s digital success and Swellshark has been brought in to advise on communications and media strategy.
Marketing consultancy Sunday Dinner worked with Guardian to coordinate with all of the partners involved.
