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After naming the quiet anxiety many people feel about insurance, Born and Raised expanded NJM Insurance’s Insuranoia (in-shuh-ruh-NOY-uh) campaign with two new narratives that push the idea even further — showing the extreme, unexpected, and deeply relatable lengths people will go to in order to avoid ever having to call their insurer.
The latest iteration of the campaign continues to build on the emotional truth at the center of Insuranoia: many people don’t fully trust their provider to have their back when it matters most. That uncertainty can lead to overpreparing, overprotecting, and inventing elaborate ways to keep homes and cars out of harm’s way. Through humor and authenticity, the campaign highlights NJM’s commitment to making insurance simpler, more human, and more dependable when customers need it most.
“The fun of Insuranoia is that the behavior is ridiculous, but the feeling underneath it is completely recognizable,” said Scott Cirlin, Creative Director at Born and Raised. “With these spots, we wanted to keep finding unexpected ways to personify that anxiety. The more effort these characters put into protecting their homes and cars, the more you understand how much Insuranoia they have — and how much easier it would be to just have NJM.”
In “Moat,” one homeowner takes home protection to medieval proportions, surrounding their property with a full-scale moat and drawbridge to keep disaster at bay, leaning into the absurdity of someone putting in an extraordinary amount of effort to avoid a potential insurance claim. While the execution is hyperbolic, the feeling behind it is real: when people don’t trust their insurance company, even the most over-the-top precautions can feel emotionally justified.
In “Pro Wrestler,” Insuranoia takes a more physical form, as a driver recruits a real professional wrestler to protect their car from damage. The spot exaggerates the instinct to guard against every possible threat, using the surprise of an actual professional wrestler — who performed his own stunts and moves — to show just how far someone might go when they’d rather do anything than deal with their insurer.
“Trust in our industry is built on how customers feel when they need us most,” said Cam Maio, Vice President of Marketing at NJM Insurance Group. “That’s why we coined the term Insuranoia, which reflects what too many people experience today. With ‘Moat’ and ‘Pro Wrestler,’ we’re tackling that fear head-on through humor, authenticity, and a deep understanding of our customers, while showing that NJM is the cure for Insuranoia.”
The work was directed by Dave Laden of Hungry Man, who also directed the first round of Insuranoia. His return helps maintain the campaign’s distinct tone: cinematic, quietly funny, and grounded in human behavior, even as the scenarios become increasingly exaggerated.
The campaign launched this week and will run across TV, online video, paid social, digital, radio, and podcast, and will continue to be supported by Insuranoia.com, which launched earlier this year.