Tow Mater, the Newest Fan of State Farm Insurance
State Farm and Disney partner up to plug both their products.
Summary
Commercial opens with Mater and Lightning McQueen rolling down the red carpet at the world premiere of the movie Cars (Disney/Pixar). The red carpet is lined with other cars photographing the two celebrities.
Lightning McQueen: So Mater, now that you are a big star you’re going to need an agent.
Mater: Yea McQueen, to get me into all them big parties and find me a shack in the hills and……..
Photographer takes Mater’s picture right in front of him and the flash startles Mater. He throws into reverse, hits a pole and the “Cars’ World Premiere” sign falls down on top of him.
Mater (yelling): Hey, I can’t see!
Mater takes off erratically and his tow cable shoots up in the air and hooks a lamp post. The cable tightens and Mater is lifted into the air, dangling in front of a State Farm insurance office. McQueen rolls up to the dangling Mater.
Lightning McQueen: Actually you need a different kind of agent; maybe a good neighbor.
McQueen glances at the State Farm agent window and the screen goes to the State Farm logo.
Announcer: Call a State Farm agent and get the good neighbor service you can count on-anytime, anywhere. And check out Cars the new Disney Pixar film, only in theaters.
Screen goes back to Mater and McQueen, with Mater still in the air.
Mater: I feel better already.
Screen pans quickly to the State Farm agent window to close the commercial.
Point of the Commercial
Okay, I have written quite a few of these insurance commercial breakdowns now and I know what I believe the point of the commercial is.
But, now it’s your turn. What do you think the point of this commercial is?
Think deeper than “To advertise State Farm”. There are some hints given in the rest of this post.
What They Want you to Do
They want you to laugh. I know that this sounds silly, but laughter instills a feeling of goodwill towards the item that you are laughing about. Many people that watch this commercial will have a more positive feeling about State Farm as compared to what they may have felt before seeing it.
They also want you to contact a State Farm agent, of course.
My Opinion
Love it! I’m a huge Disney fan anyway, so State Farm has already appealed to me on that level. I also found the play in words (agent) to be a very smart basis of the commercial. The best part was that it wasn’t done campy like so many of the cartoon commercials can get.
Giving this one a thumbs up.
Wow, Wawanesa Insurance
Wawanesa Insurance thinks that they are “wow” worthy.
Summary
Commercial opens in a coffee shop with people walking around and sitting at tables with laptops. The first thing we see is a flyer for Wawanesa Insurance in the hands of a woman.
Announcer: When people compare Wawanesa’s 24/7 service and low rates with other insurance companies, they can only say…
Woman sitting with laptop: Wow!
Announcer: Because Wawanesa thinks people shouldn’t settle on saving just 15% on their car insurance; when they could be saving even more. Which makes Wawanesa one of the fastest growing insurance companies in California.
Man watching his phone and not where he is walking, walks right into the women’s restroom.
Off Camera Voice: Wow!
Screen goes to blue with the Wawanesa logo and “Better Service”, “Lower Rates” and “Dependable Coverage” on
Announcer: Wow! Wawanesa; Better service, lower rates and dependable coverage for your auto home or condo is a great value.
Point of the Commercial
Wawanesa Insurance is promoting two things in this commercial; their 24/7 service center and also their low rates. Having 24/7 service is something that not all insurance companies have and it may help them stand out. However, they are not specific as to what type of service. Is it 24/7 claims service (not so uncommon) or 24/7 policy service (less common)?
All insurance companies claim that they have low rates, but the jab that Wawanesa Insurance takes at Geico specifically is pretty obvious. It may be worth a call to both insurance companies just to see if they really can save you more than 15% from your old insurance and come in lower than Geico does.
What They Want you to Do
Wawanesa Insurance leaves the ending wide open and doesn’t ask for any action. There is no indication on how you can get a quote from them. Do you call them directly, visit a website or do you have to find an agent? At this point inaction from the viewer is going to be the only action that they get.
My Opinion
The only part of this whole commercial that I like is the guy walking into the women’s bathroom because he is so distracted by Wawanesa Insurance. But, honestly even that scene isn’t all that funny.
There is too much going on, nothing makes the company stand out and there is no information as to how they can be contacted. Not really a good commercial for entertainment value or most importantly to attract new clients.
I give it a thumbs down.
Allstate Insurance: Sold on the Tiny Tow Truck
Allstate Insurance capitalizes on the visuals with a grocery store analogy and free toy.
Summary
Commercial opens in grocery store with the Allstate spokesman and a woman walking down the aisle towards him.
Spokesman: If insurance was sold in the grocery store….
Woman grabs a red can of State Farm off of the shelf in front of the spokesman.
Spokesman: Whoa-wait-whoa whoa-wait a minute.
Woman: What?
Spokesman: Just like that? Did you even see the Allstate?
Cameras pans back and we see a long row of 5 shelves with cans of Geico, State Farm, Allstate, Farmers and Nationwide.
Woman: It’s cute. What is it?
Spokesman: Great insurance. You get accident forgiveness, deductible rewards, safe driving bonus checks; plus a free lifetime membership in Good Hands Road Side Assistance just for calling.
Woman: (grabs the can of Allstate that has a toy tow truck on the top of the can) Sold.
Woman walks away with her new can of Allstate.
Spokesman: Tiny tow truck, works every time.
Commercial goes to a blue screen with “Call Allstate” “Shop Less Get More” and the words “Local Agent” and the Allstate phone number.
Spokesman: Shop less, get more. Make one call to an Allstate agent.
Point of the Commercial
Allstate Insurance is promoting their “free lifetime membership in Good Hands Road Side Assistance” along with the other perks that Allstate Insurance offers its clients. Also that there are a lot of insurance companies out there that all seem the same, but that Allstate insurance can offer you more (toy tow truck represents this).
What They Want you to Do
First, Allstate Insurance wants you to mull over all of the perks that they can offer you. They want you to ask yourself if you are getting all of this stuff from your insurance company.
Second, they want you to call an Allstate Insurance agent. Yes, they put their phone number on the screen, but they also put up the words “Local Agent”. They also specifically tell you to call an agent.
Third, they are putting the idea in your head to not just grab the first quote that you get from an insurance company. Shop around first and look at other companies. Specifically, look at getting a quote from Allstate Insurance before you decide to purchase a policy.
My Opinion
I like this commercial. The voice of the regular Allstate Insurance spokesman is soothing and in this commercial he is funny. The visuals of treating car insurance like grocery shopping is a great visual analysis and will make this commercial stick out in people’s minds. It also makes the “free lifetime membership in Good Hands Road Side Assistance” easy to remember with the mini tow truck.
I give this one a thumbs up.
State Farm’s Magic Jingle and Buffalo
Not even the magic State Farm jingle can save this commercial from being bad.
Summary
Commercial opens up with two young men sitting in a car. The young man in a yellow hat has a burger in his hands. His hat has “Big Buffalo” on it and one could actually assume that he is eating a buffalo burger. He is talking to another young man in a black jacket who is the driver of the vehicle.
Passenger: Have you tried on of these ‘cause it’s so good.
Driver: Man, I can’t believe we haven’t done this before.
The camera pans back and we see the car is parked on a road next to a herd of buffalo. One of the buffalo is starting to approach the vehicle.
Driver: Oh wow, look at that.
Passenger: Want a bite?
Something hits the car and a black airbag goes off. Camera goes to the outside of the vehicle and we see that a buffalo has hit the driver’s side of the car head-on. Guys in car panic and we see that the windows are rolled down on both sides of the vehicle.
Passenger: Uh, uh, uh, your agent! D-d-d-do the jingle! Do the jingle!
Driver: Like a good neighbor State Farm is there!
Smiling insurance agent magically appears in the backseat of the vehicle.
Agent: Hey guys.
Driver and passenger: Buffalo!
Agent: Uh! Do it again, do it again!
Driver: Like a good neighbor State Farm is there!
Agent: In my office!
Buffalo: grunt
The agent, driver and passenger appear in a State Farm office hugging each other.
Agent: I think we’re good.
Driver and passenger celebrate with a knuckle bump.
Announcer: State Farm agents are there when you need them.
Screen goes to red with the State Farm logo and Facebook address. Also “Click Here For More Info”
Point of the Commercial
This commercial is directed to the 25 and under crowd, specifically the ones that watch and enjoy the shows that have people doing stupid stunts. Not only is the nature of the commercial directed at the younger drivers, State Farm directs viewers to visit their Facebook page as their ending contact information. This also looks to be an internet commercial with the “Click Here For More Info” at the end of the commercial.
The Facebook page and also watching internet videos are things that this age group is more likely to do than any other age group of drivers.
What They Want you to Do
They want the young drivers that view this commercial online to visit their Facebook page. I am not sure what happens if you click the “Click Here For More Info” as the screen moves too fast for me to get a click on it.
The 25 and under age group can be a very profitable group for insurance companies due to the high premiums. I would imagine with being parked in the middle of the road next to a herd of buffalo that this driver’s insurance premium is pretty high if he employs this type of thinking to his everyday driving.
My Opinion
Everyone has their own opinion about commercials and I really can’t think of anything good to say about this one. Actually I take that back, a buffalo burger sounds good for lunch.
Thumbs down, in fact two thumbs down.