Keep Calm and Rock On

As insurers navigate an environment of rising costs and increasing calls for trust and transparency, how does a regional insurance company break through and win over consumers? You guessed it: talking trees and singing turkeys!

In Plymouth Rock Assurance’s first brand platform with new Creative AOR McKinney, titled “Keep Calm and Rock On,” the insurance company drives relevancy with its Northeastern customer base by personifying common claims in the region. From a tree warning of its impending fall to a turkey preparing to fight its own reflection in a car windshield — two regional quirks that Northeasterners love to poke fun at — the campaign shows discerning consumers that no one knows their insurance needs better than a company that lives where they do. And with Plymouth Rock Assurance on their side, they can face even the angriest turkey with a “keep calm” attitude.

For social media, McKinney takes the concept even further by setting disasters and flying objects to silly and interesting songs, with the chorus, “It’s a bleep show out there.” This fresh, unexpected campaign signals that Plymouth Rock Assurance may not take itself too seriously, but it’s serious about offering an alternative to national insurance providers with an unmatched understanding of and commitment to the regions it serves.

“Keep Calm and Rock On” launched Nov. 3 across Paid Social, Connected TV, TV, OLV, Addressable Television, and OOH.