Keep Calm and Rock On - “Who” Owl and “Spa” Bear

After launching its “Keep Calm and Rock On” platform in 2025 with a singing turkey and talking tree, Plymouth Rock Assurance is back with the encore you’ve been waiting for: a duet with a bear and an owl that’s beefing with your neighbor. This continuation of Plymouth Rock’s platform, created by Creative AOR McKinney, reinforces its positioning as the regional insurance provider that knows the Northeast’s unique brand of chaos better than anyone else — the local advantage.

The new additions to the “Keep Calm and Rock On” campaign have leveled up since the initial work launched:
For the first time, an original jingle is performed by the characters on screen, becoming part of the story instead of just a tag at the end — and this is extended with a version for the brand’s Boston sports sponsorships.
The animal characters were shot with practical effects rather than rendered with CGI on screen, including a 7-foot animatronic bear.
And if we’re honest, this is the first time that the creators at McKinney have ever shot a bear in a hot tub.
But just like before, nobody panics when they get divebombed by an owl or a bear breaks into their car, because Plymouth Rock is on their side. The new work launched October 5 across Linear TV and CTV (including Boston Sports Network), as well as paid social media, OOH and iHeartMedia audio.

“Keep Calm and Rock On” is designed to show that Plymouth Rock knows the particular stresses of life in the Northeast and is there to help customers keep calm through all of it.
In most insurance ads, the disaster is just something that happens. A tree falls, a pipe bursts, and the voiceover comes in. In this campaign, the disaster is the star of the show. A 7-foot black bear drops by to say he's coming over tomorrow to try out all your stuff. An owl is deeply offended to find a plastic version of himself on Gary's roof. Nobody panics, though — homeowners pull out the Plymouth Rock app and stay cool, and the hazards are the ones who end up annoyed.
In addition to the hero spots, nine made-for-social videos feature “Who” Owl and “Spa” Bear answering their followers’ burning questions, including: “Do fake owls really work?” and “Can you please stay out of my hot tub?”
The platform is driven by consumer research conducted by Paragraph Project in early 2025, with the core insight that Northeasterners have a distinct relationship with their geography, community and local services, and they respond to brands that acknowledge and celebrate that shared experience. Building on that, people living in the Northeast may love to hate on the little quirks of their region, but no one shows up harder for the area and its people like they do, including Plymouth Rock.
The homeowners were cast for deadpan, real-feeling Northeasterners who can look at a bear in the hot tub and react like it's just another Tuesday to reflect the “Keep Calm” messaging. But the unsung talent behind the scenes were the puppeteers making the bear and owl come to life with personality and comedic timing.