Life insurance advertising is where creative goes to die, pun intended. For USAA, we conveyed the mindset of being a “protector” to give life insurance some emotional resonance for our military audience. But more intriguingly, we shot the imagery of loved ones enjoying the small moments in life from high above to create uncertainty in viewer’s minds; am I looking down on my family enjoying life after I’ve passed away? Am I still protecting them with the life insurance I bought? It’s an interesting way to show the end benefit of a life insurance policy. Surprising no one, the campaign has had remarkable success.
Credits: Anthony Giordano, Jen Delore, Sharon Condron, Janet Muir, Stephanie Rausser