When it was time for our first big brand campaign, I knew that I’d want us to stay away from the most common concepts used by insurance companies. Things like a spokesperson or a mascot - or an overly earnest protector from doom. So instead we decided to take a different angle. Our idea was to go big on the idea of safety. How could we make safety entertaining? We wanted to make small business owners think about safety, but we wanted them to enjoy thinking about it in a new way. So that’s when we decided to show workers who go to extremes in order to protect themselves. And in the second year of the campaign, we created a custom country music soundtrack for the campaign - a gritty sounding, hard working melody, that helped complete the picture. I partnered up with a freelance writer named Chase Domergue and I brought in a very good production team named Revelator out of Austin, TX to shoot the spots. We’ve been running them for the past 18 months and the spots have consistently surpassed benchmarks and continued to perform for us with 1 spot even running for close to a year. 🥧