category finalist
The big problem with insurance companies is that people have either heard stories about difficult claims processes and bad customer service or experienced those issues themselves. Instead of fixing these problems, typical insurance companies ignore them, and use advertising that leans on catchy jingles, mascots, jokes, or other gimmicks to get attention. But those ads don’t build trust. If anything, they can make people feel like insurance companies aren’t listening and don’t care about their policyholders.
That truth led to a simple creative idea: NJM stands for “No Jingles or Mascots.”
Instead of adding to the noise of the category, NJM took the opposite approach and turned a simple brand truth into a memorable creative platform. It told people that NJM doesn’t need distractions or gimmicks because its value comes from straightforward customer service and the experience it provides. NJM focuses on what truly matters: handling claims honestly, providing good service, and doing its best for policyholders.
NJM keeps things simple and real, which connects with people who want an insurance company they can actually count on. That honest, no-gimmicks message helps the brand stand out in a crowded and highly competitive category.
In the latest round of commercials, “Tour Tram” shows a film studio tram stopping to watch an over-the-top insurance ad featuring a shark mascot and his stunt double. The spot pokes fun at how hard other companies work to stand out with gimmicks, while reinforcing that NJM doesn’t need any of that.
The “Backlot” commercial continues the idea, showing a busy film set forced to pause for a parade of mascots passing through. Again, the point is clear: NJM avoids the noise and focuses instead on doing right by its policyholders.
These ads connect with people who want an insurance company they canrely on when things go wrong, not one that tries to win them over with gimmicks. NJM’s promise of “No Jingles or Mascots” feels honest and straightforward, which makes the brand stand out in a meaningful way.
In a world full of loud, flashy insurance advertising, NJM comes across as authentic. Its advertising makes that point clearly by rejecting cheap attention-getters and poking fun at the over-the-top tactics other brands depend on.
