SHARE
Following the unveiling of NJM Insurance Group’s Great campaign, which debuted with standout spots like “The Great Hugh-dini” and “The Great Crater,” Born and Raised and NJM are raising the bar once again with two new creative executions that sharpen the campaign’s central premise: in insurance, real greatness is earned, not exaggerated.
Directed by Pete Marquis of Good Behavior, named an Ad Age Best Production Company of 2025, the latest work continues to reclaim a word that’s been diluted by overuse. “Great” is a word that gets tossed around so much, it’s lost nearly all of its impact. At this point, it practically means the opposite of its original definition. The idea? Reclaim the word by placing NJM’s actually great benefits against the backdrop of the word’s plethora of not-so-great uses – from a roadside attraction that’s a literal hole in the ground to a defeated muttering from an overly sunburnt man. By holding up a mirror to the absurd overuse of the word, we positioned NJM as the brand that is restoring meaning to this watered-down claim.
The first new spot, “Great Movers,” centers on a moving company that boldly brands itself as “great,” despite delivering anything but. As the crew fumbles through a disorganized, half-hearted job, damaging belongings and struggling with even the simplest tasks, the gap between the company’s name and its actual performance becomes increasingly obvious. The humor builds through this painfully relatable mismatch, underscoring the campaign’s larger point: labeling something “great” doesn’t make it so -real greatness has to be earned.
The second spot, “Great Day,” takes a broader look at the word’s casual misuse, stringing together a series of sarcastic, everyday declarations of “great” that contrast sharply with NJM’s tangible, real-world actions. The spot highlights moments when greatness actually matters, and dependable claims service when customers need it most.
Together, the two spots deepen the campaign’s emotional resonance while reinforcing NJM’s promise: no gimmicks, no hyperbole, just insurance done right.
Both new executions began airing in late 2025 across a robust, fully integrated media mix, including linear TV, CTV, OLV, streaming audio, YouTube Shorts, and programmatic display, extending the reach of the Great platform and continuing NJM’s momentum in redefining what “great” actually means.