Travelers Insurance Tugs on Heartstrings With Emotional ‘Stories of Care’
Art Business

Travelers Insurance Tugs on Heartstrings With Emotional ‘Stories of Care’

Insurance might not be the first category you think of for emotional storytelling. Insurance advertising tends to trade in absurdist humor (see: Geico) rather than dramatic attempts to touch on human emotions. It’s more likely to be remembered for tonedeaf misfires than for successfully channeling human emotion. And yet Travelers Insurance does the unexpected in its “Stories of Care” campaign from agency of record TBWAChiatDay New York and Park Pictures director Lance Accord, who also helmed Nike’s “Dream Crazy” and was named to Adweek’s Creative 100. The cinematic ads take a look at a series of families, each narrative unfolding over a series of years and filled with emotional moments that challenge homeowners and small business owners but ultimately lead to moments of reconciliation. In each case the role of Travelers is implied but never explicitly stated, with the ads instead focusing on the emotional moments that follow. “Footsteps,” for example, focuses on a family coffee shop and a daughter who always seems to be getting in trouble for drawing rather than helping customers. After a fire, her father finally seems to find an appreciation for her artistic talents. Another ad focuses on a hardware store passing from one […]

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