Distilling a product down into its most essential qualities is a great way of cutting through the noise with consumers. At it’s core, insurance is not about the various policies that are available for purchase, but the peace of mind that those policies provide.
This commercial does a great job of showing what could happen in the event of unforeseen trouble. Not only is characterizing “Mayhem” an excellent way for making the message memorable, but it’s perfect for showing peace of mind under fire.
In the world of advertising, simplicity rules. If you want to create a message that’s going to stick with consumers, be able to talk about your product from it’s most essential consumer benefit.