Property and casualty insurance company Travelers has released its first brand campaign since 2015. The four-part ad series, entitled 'Stories of Care,' tells stories that tug the heartstrings and remind us about the importance and value of insurance: to protect the things you love and the lives you’ve built around them.
TBWA\Chiat\Day New York tapped award-winning director Lance Acord of Park Pictures and editor Kirk Baxter to produce the new campaign, which features stories of children growing up, parents growing old and relationships wavering and strengthening along the way — as told through the lens of their love and resilience through life’s unexpected hardships, under the care and protection of Travelers.
A daughter sits sketching at the counter of her father’s cafe. Her father reprimands her for drawing pictures when she could be helping with customers. We watch her grow up, the years unfolding through scenes of her exploring her passion, and her father not understanding — until the fire. Fast-forward to her father finding her portfolio of artwork. He now realises how talented his daughter is.
We follow the relationship of a mother and daughter over the years as seen through their rides together in the family car. Their favorite song plays as Mom drives her daughter — as a baby, a toddler, a school-aged child, a disinterested teen — sometimes singing along together, other times sitting in silence ... until an accident. Eventually, we see the daughter grow up and share the same song with her own daughter.
Dad builds a wooden chair for his soon-to-be newborn son. We follow this chair throughout the film, from room to room, year to year. It becomes a part of the family as it grows alongside the little boy. Fast-forward to a burst pipe in the basement, the chair covered in water and debris. We see the family load a moving truck, leaving the chair behind. We hear the truck close and, for a moment, think they’ve forgotten the chair — until the boy rushes in, grabbing it.
A daughter grows up helping her dad at his hardware store. She keeps the shop organized, assists customers and takes on more responsibility as she grows older—until a storm destroys the building’s façade. Fast-forward to the shop’s grand opening after the accident. Ready to let his daughter take over, Dad hands her the keys to the shop and tells his daughter, “It’s time.” And at the end, we see the next generation—her son—learning the ropes of the family business.
The Travelers’ campaign debuted during the Travelers Championship PGA Golf Tournament (June 20–23), and will continue to air nationally on TV through the end of the year, and across social.