I’ve been thinking about this a lot lately — why do so many insurance ads feel like background noise? You know, the kind you skip on YouTube or scroll past without even realizing what it was selling. It got me wondering: is there something big that most insurance advertising campaigns are missing?
For context, I’ve worked around the marketing space for a few years, and I’ve seen how different industries try to “humanize” their ads. Retail does it with stories, tech does it with innovation, but insurance… well, insurance often feels a bit off. Either it’s trying too hard to scare people (“What happens if your house burns down tomorrow?”), or it’s full of humor that feels totally disconnected from what people actually want — peace of mind.

Where It All Felt Wrong

A few months back, I helped a small local insurer plan a digital campaign. We spent hours crafting taglines, visuals, and landing pages. Everything looked clean, catchy, and professional. But the results? Almost nothing. Low clicks, zero engagement, no one signing up for quotes.
At first, I thought it was just the targeting. Maybe the demographics were off, or maybe the ad copy wasn’t exciting enough. But after looking at dozens of similar campaigns from bigger brands, I realized — it wasn’t just our problem.

There’s a pattern in insurance advertising: most campaigns talk at people, not to them. They focus on the policy, the numbers, the company’s trust score — but forget the human story. It’s like they’re selling a product, not a feeling of security.

When I Noticed the Shift

One day, I stumbled upon a campaign from a smaller insurance brand in the US. It didn’t talk about coverage amounts or rates. Instead, it showed a father teaching his daughter to ride a bike — and the message was simple: “We’re here for the moments you protect.”

It hit differently. No loud slogans, no fear tactics, just a story that made sense. That ad didn’t scream “Buy insurance!” — it reminded me why people even think about insurance in the first place.

So I went down the rabbit hole, reading about what makes people actually engage with these types of campaigns. That’s when I found this article: The One Thing Missing in 90% of Insurance Ad Campaigns.
It talks about how most insurance ads forget the trust factor — not just in the “we’re reliable” sense, but the emotional side of trust. People buy insurance when they feel safe with the brand. But most ads focus on statistics instead of connection.

What I Tried Next

Inspired by that, I decided to experiment. Instead of pushing “low premiums” or “instant claims,” we focused on a story-driven message: “We’ll be there when life happens.”
We used images of everyday moments — family dinners, rainy drives, people laughing at home — instead of generic happy models in offices. We also simplified our copy, making it more conversational: “You don’t plan for accidents. That’s why we do.”

The engagement improved by almost 40%. And it wasn’t just clicks — people actually commented things like “This feels real” and “Finally, an insurance ad that makes sense.” That kind of feedback doesn’t come from hard selling; it comes from connection.

Why Most Ads Miss the Point

After that experience, I think the “one thing missing” in most insurance advertising is authentic emotion. Everyone’s trying to be clever, but not many are trying to be human.
Think about it: people don’t wake up excited to buy insurance. They buy it because they want peace of mind — protection from uncertainty. Yet most campaigns talk about savings or benefits, not the feeling of being cared for.

There’s a fine line between fear-based marketing and emotional storytelling. The first one pushes you to act from anxiety; the second builds a relationship. That’s what I think more insurance brands need to get right.

A Small Tip That Helped

If you’re ever involved in insurance ad campaigns, here’s what worked for me:

• Write as if you’re talking to a friend, not a lead.
• Use real-life situations instead of polished slogans.
• Show empathy — not authority.
• End with a reassuring thought, not a sales pitch.

It sounds simple, but those small shifts can make a massive difference. When people feel understood, they pay attention.

Wrapping It Up

So yeah, I’d say the biggest gap in most insurance advertising isn’t about budget, targeting, or design — it’s about connection. Ads that scare or overpromise might grab attention for a second, but ads that earn trust stay in people’s minds much longer.
If you’ve been struggling with similar results in your campaigns, I’d really recommend checking out The One Thing Missing in 90% of Insurance Ad Campaigns. It breaks down the idea way better than I can and honestly helped me rethink how I approach creative direction for insurance clients.
Would love to hear if anyone else has tried story-based or emotion-driven ad strategies for insurance — did it work for you?