Insured girls - Ad Analysis
AI Editor notes
Straight from the gut!!
“Okay, this is a time capsule from 2011. It's a 'how-to' guide wrapped in a softcore aesthetic. The strategy is obvious: use conventionally attractive women to get men to pay attention to a topic they'd otherwise ignore. It's blatant and wouldn't get made today, but it grabs your attention. Is it on-brand for insurance? No. It feels more like an Axe ad. But did it get people talking? Almost certainly.”
Quick Summary
This ad uses a classic 'sex sells' approach to make a boring but necessary topic—the procedure for handling a car accident—memorable. By turning a dry checklist into a suggestive narrative with models, Asirom embeds its brand name into a functional, step-by-step guide, aiming to be the first name that comes to mind when drivers think about mandatory insurance.
Executive Summary
This 2011 ad for Asirom is a fascinating artifact from a different era of advertising. Its core strategy rests on a simple, albeit cynical, insight: the administrative process following a car accident is painfully dull, and the target audience (likely male drivers) will not engage with standard educational content. The solution was to borrow interest from a completely unrelated field—sexual fantasy—to make the mundane memorable.
The execution follows a clear Problem-Solution framework, functioning as a 'how-to' guide. The 'Problem' is the car accident, cleverly and safely visualized by two women in lingerie colliding on yoga balls. This immediately sets a provocative tone and acts as the hook. The 'Solution' unfolds as a step-by-step instructional video, with each piece of on-screen text ('Get out of the car,' 'Inspect damages,' 'Ask for insurance') walking the viewer through the necessary procedure. The genius, or perhaps the folly, of the ad is in how it visualizes these steps. Each action is reinterpreted through a hyper-sexualized lens, from the women inspecting each other to one pulling an insurance form from her garter. This juxtaposition of dry, bureaucratic language and titillating imagery is the central creative engine. The narrative escalates with the arrival of a lingerie-clad 'police officer,' reinforcing the fantasy while ticking off the final procedural box: involving authorities if an agreement can't be reached. The final payoff is the dual call-to-action: a reminder to always carry RCA insurance and the Asirom brand name.
The key takeaway for any marketing team reviewing this is the double-edged sword of 'borrowed interest.' The ad undoubtedly achieved its goal of getting noticed. It’s loud, provocative, and for its time, highly viral. However, the attention it garnered comes at a steep price. The brand associations created are of frivolity and sex appeal, which are fundamentally at odds with the core tenets of an insurance brand: trust, reliability, and security. It’s an execution so powerful it risks completely overwhelming the brand itself, leaving the viewer with a memory of the gimmick but no solid reason to trust Asirom with their safety and financial security. It's a lesson in the difference between being seen and being believed.
Theme Keywords
Brand Position
The memorable, modern, and unstuffy choice for mandatory auto insurance.
Brand Archetype
Jester
Creative Game Plan
Make the boring but mandatory process of dealing with a car accident unforgettable by explaining it with sexually suggestive visuals.
Diagnosis: Issues & Solutions
Primary Issue: Emotional Connection
The Problem:
The ad generates arousal and humor but completely fails to connect on the emotions that actually sell insurance: security, peace of mind, and trust. An accident is a stressful, frightening event; treating it as a lingerie-fueled fantasy creates a massive emotional disconnect.
The Solution:
Ground the creative in a more relatable human emotion tied to an accident, even if using humor. Focus on the awkwardness or absurdity of the post-accident interaction to build a more genuine and brand-appropriate connection.
Secondary Issue: Strategic Sense
The Problem:
The strategy relies entirely on a 'sex sells' creative device that has no intrinsic link to the Asirom brand. This makes the ad feel generic; any competitor could have put their logo at the end with equal effect.
The Solution:
Develop a creative platform that is ownable by Asirom. Link the message to a unique brand attribute, like 'the simplest claims process' or 'the most helpful agents,' and build the creative out from that, rather than starting with a generic attention-grabbing tactic.