Lifewise Health Insurance Sells Reliability with Boredom

By: Katie Cordrey - Published: Apr 25, 2010   Updated: Aug 16 2011 • References: copacino & krop
The boringly good ad campaign is simply brilliant marketing: In the most recent in a series of advertisements for Lifewise Health Insurance, the dance troupe Kontagious Movement makes its moves in the background while a nerdy, pocket-protector kind of guy explains the 'boringly good' reliability of Lifewise Health Insurance.

The boringly good ad campaign is the work of Interactive Creative Director at Seattle's Copacino + Fujikado, Nicholas Cryder. It is entertaining, informative and above all, wonderfully creative.

Implications - When thinking about advertising, the word boredom is not the first adjective that comes to mind. But sometimes the smoke and mirrors of the ad world do not convey the right message to consumers. Such is the case for Lifewise, where boredom is a virtue and inherently attention grabbing advertising. Stats for Boringly Good Ad Campaigns Trending: Older & Average
Research: 9,718 clicks in 317 w
Interest: > 3 minutes
Concept: Boringly Good Ad Campaigns
Related: 81 examples / 62 photos
Segment: Neutral, 18-55
Comparison Set: 30 similar articles, including: graffiti-enhanced promotions , anti-pregnancy ad campaigns, and toughvertising tiny cars.