Insuranoia

After redefining category norms with their No Jingles or Mascots campaign, Born and Raised and NJM Insurance Group are launching a brand-new brand campaign – one that names a feeling nearly everyone recognizes, but few have ever articulated: Insuranoia.

Insuranoia is the quiet anxiety people feel long before they ever file a claim; the brace-for-impact mindset rooted in the belief that their insurance company won’t have their back when it matters most. It’s why people overprepare, overprotect, and go to extreme lengths to avoid ever having to call their insurer. NJM’s new campaign doesn’t dance around that truth; rather, it confronts it head-on.

The work builds on the spirit that made No Jingles or Mascots resonate with audiences, standing apart from an industry built on gimmicks while taking the idea a step further. Where the previous campaign focused on how NJM talks differently, Insuranoia focuses on how NJM makes people feel differently.

Insuranoia captures an emotion that many consumers experience,” said Cam Maio, Vice President of Marketing at NJM Insurance Group. ”This campaign reflects NJM’s commitment to putting our policyholders first and removing fear from the insurance experience.”

The Insuranoia campaign will launch with two narratives. In the first, “Bubble Wrap,” viewers meet a man so consumed by Insuranoia that he meticulously wraps his car in layers of bubble wrap, desperate to prevent even the smallest mishap. The humor is quiet and observational, grounded in a behavior that feels extreme but emotionally familiar. His overprotection isn’t driven by fear of accidents; it’s driven by a desire to never have to deal with his insurance company. The message is simple: with NJM, that anxiety disappears because policyholders don’t have to brace themselves for battle.

In “Laser Beam,” Insuranoia escalates inside the home, where a woman has transformed her house into an elaborate laser-grid security system, maneuvering through it with precision just to avoid the possibility of damage. Styled like a high-stakes heist film, the spot blends cinematic tension with dry humor, underscoring the lengths people will go to avoid interacting with their insurer.

“Laser Beam” will air during local Super Bowl coverage in select NJM markets, giving the campaign a high-visibility moment when insurance advertising is at its most competitive.

“There’s a shared emotional truth in insurance where people feel anxious before they even need to use it,” said Kaitlyn Castillo, Creative Director at Born and Raised. “With Insuranoia, we’re naming that feeling and confronting it head-on. NJM is different because it truly operates in the best interest of its policyholders, and this campaign reflects that difference in a very human way.”

Insuranoia officially launches this month. The campaign will run across TV, OLV, and CTV/OTT, streaming audio, radio, high-impact display, out-of-home, and social, supported by a dedicated campaign website and additional activations later this year designed to bring the concept to life beyond the screen.