In 1984, Ronald Reagan was president. Marvin Gaye passed away. Terms of Endearment won the Oscar for Best Picture. The Celtics beat the Lakers in seven exciting games, and Prince had a little-known hit song called Purple Rain.
It’s also around the last time Wisconsin-based Sentry Insurance aired a TV spot.
In late December, Sentry Insurance, one of the largest mutual insurance companies in the United States, debuted its first national television campaign in more than 30 years. The spots aired on The Golf Channel and will continue during the network’s live coverage of the “Sentry Tournament of Champions” on January 4-7, 2018.
The campaign, deftly created by gyro Chicago/Denver, brings to life Sentry’s successful “Right by You” business-to-business brand platform. By using two iconic blue chairs as the focal point and a metaphor, the campaign shows, in an interesting manner, how Sentry earns businesses’ trust by simply sitting down, talking, and listening to them.
The cinematography and muted colors successfully capture the sincerity and trust that the brand is going for.
“They [the spots] illustrate Sentry’s commitment to getting to know our customers, and understanding their business and the risks they face,” Stephanie Smith, Sentry vice president of Marketing and Brand Management, told Reel Chicago. “We’re better able to work with them to develop the right insurance coverage, safety services program, or retirement plan based on their needs.”
Doug Kamp, gyro Chicago/Denver ECD, shared his thoughts on the new campaign. “Sentry is a highly-respected company who understands the needs of their customers. The PGA TOUR is a perfect platform to tell their humanly relevant story for the first time in more than three decades. We are thrilled to help raise awareness for a brand that truly practices what they preach.”
Earlier this year, Sentry signed a five-year agreement with the PGA TOUR to become the sponsor of the Sentry Tournament of Champions golf tournament. It is the 110-year old company’s first major sports sponsorship.
The four TV spots are part of an integrated campaign supported by digital, print, event activations, and public relations.
CREDITS:
Agency: gyro
Doug Kamp, Executive Creative Director
Ted Wahlberg, Group Creative Director
Don Dunbar, Associate Creative Director
Matt Olson, Sr Art Director
Siamak Bonshahi, Group Account Director
Diane Vor Keller, Media Director
Jessica Zultowski, Media Planner
Mark Witthoefft, Head of Strategy & Planning
Adrienne Houghton, integrated brand strategy director
Mike Hensley, SVP Strategic Planning
Vic Emond, Director of Digital Delivery
Tom Sanpakit, Sr. Project Manager
Natalie Snyder, Head of Production
Laura Martinez, Production Manager
Lindsay Baisch, Director of Content & Community
Whitney Hinson, Content Strategist
Post: Optimus Post
Carl D. Schumacher, Editor
Ariana De Simone, Assistant Editor
Glen Noren, Finish Artist
Jonathan Desir, EP
Color: The Mill
Luke Morrison
Mix: Particle Audio
Dominic Morris
Production: Washington Square Films
Directed by Michael McCourt
Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.
