gyro creates first Sentry spot in over 30 years

"Right by You," created by gyro for Sentry Insurance, is the company's first commercial in over thirty years

“Right by You,” created by gyro for Sentry Insurance, is the company’s first commercial in over thirty years

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.

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 or follow him on Twitter @colincostello10.