In a recent Coverager newsletter, the following tweet was posted:
Why, indeed?
Of course, one purpose of advertising is to make a commercial memorable so the product or organization may be recalled at the time a buying decision is being made. But is comedy an appropriate means of accomplishing this in an industry where the value of what is purchased is often only revealed at a time of great tragedy?
There is nothing funny about what our products and services are designed to do. Our industry exists to assist individuals, families and organizations in minimizing their exposure to serious or catastrophic financial loss.
So why not make THAT memorable?
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Bill Wilson
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One of the results of the humor is that there is no serious consideration of what they say. It distracts from the serious issues, possibly by intent. There is another gambit they use which is used on many commercials. They state a broadened coverage as if they were the only ones to provide it, even when it is common. I think the intent is obvious. They intend to mislead the consumer in the way they present the information. So why should we be amazed when insureds do not trust insurers.
I feel these comedic angles insurance companies use is due to the fact that everyone should have have insurance, and maybe they are trying to appeal to those people who buy it hoping they never have to use it. I’m talking about the people who don’t think that anything catastrophic will ever happen to them. Rather than focus on serious catastrophic maybes, they are downplaying or ignoring the tragedy that accompanies serious claims by trying to make it sound like a fun and whimsical experience that doesn’t have to be painful on the front end. Of course the intelligent side of the populace knows that easy, cheap and painless on the front end means heartache and potential financial ruin on the back end when something major happens.