Articles
PEMCO’s Super Bowl ad is ‘a love letter to the Northwest’
February 16, 2022
by PEMCO Insurance
.png)
PEMCO spokesperson Derek Wing called it “a love letter to the Northwest.” If you missed it, check out the :30 second spot.
The ad is hyper local – shot in Portland studios, neighborhoods and parks (Kelly Point Park and Pier Park) using a Portland-area production company and actors. It celebrates that even though our goals may be different, we may look different and we approach the world in different ways, the Northwest is a place where we can create our own futures.
“We honor ambition in all its forms – whether you’re wearing a business suit or a bathing suit,” Derek said. The ad, titled “Wardrobe,” is part of a series of ads that use the word “ambition” as a kind of shorthand for what drives Northwesterners to build the kind of lives they want to live. (If you’d like to see more of the ad series, check out “Passenger Seat,” “Hands” and “Wrecking Ball.”)
The ad had been planned long before the end of the NFL season as part of a media package with local stations and – unlike those wildly expensive national Super Bowl ads you hear about – it appeared only regionally. That made it much more economical and a good fit with PEMCO’s practical advertising profile.
If you watched the ad to the end, you may have noticed the mention of our new Forbes ranking. This year, Forbes named PEMCO as the No. 1 auto insurer in America, based on customer recommendations, price and other factors. PEMCO's pet insurance, Pets Best, also ranked in the Top 5 for Pet.
People are sharing their reactions to the ad, some noting that they enjoyed seeing places they recognized, and it garnered a mention in Adweek as an example of a cost-effective regional ad. We’d love to know what you think about it. Please share your thoughts below in Comments.
Share on social media