Brownstein is back with a fresh spin on NJM Insurance Group’s award-winning “No Jingles or Mascots” campaign—this time tackling the word great and all the ways it’s been overused, diluted, and stripped of meaning.
The new series of spots, simply titled “Great,” aims to exaggerate claims and empty slogans by contrasting them with NJM’s straightforward promise: genuinely great insurance built on trust, service, and integrity. The comedy-driven work was directed by Pete Marquis of Good Behavior, recently named an Ad Age Production Company Standout.
In the campaign’s centerpiece ads—The Great Hugh-dini and The Great Crater of Craterville—viewers are introduced to characters and concepts that are anything but great. The result? A tongue-in-cheek reminder that NJM’s greatness isn’t marketing fluff; it’s earned through consistently high policyholder satisfaction and award-winning service. Watch below:
“The humor is dry, the scenarios are painfully relatable, and the point is clear—real greatness is proven, not proclaimed,” said Gary Greenberg, Chief Creative Officer at Brownstein.
The campaign launches this June across TV/OLV, streaming audio, social, and digital channels. It aims to close the consideration gap by reminding customers that NJM doesn’t rely on gimmicks—it relies on doing the job right.
With a 95% renewal rate and a loyal customer base, NJM continues to stand out by doing exactly what it says it will—no jingles, no mascots, no hype. Just great insurance.
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