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News and Information Article
* The Theory: Mercurys rates are so low because the company is run from
the planet Mercury.
LOS ANGELES, July 21 /-FirstCall/ -- Mercury Insurance Group
has launched "Mercury Theory," a humorous new advertising campaign
featuring a suite of 10, thirty-second TV commercials, as well as an
interactive destination website, http://www.mercurytheory.com.
The commercials began airing this week on network affiliates and cable
TV in major markets in Arizona, California, Florida, New Jersey, Oklahoma,
Texas and Georgia (beginning July 31), as well as Philadelphia.
"Mercury Theory" presents a totally new and substantially upgraded
marketing direction for Mercury, founded in 1962 and today part of Mercury
General Corporation (NYSE: MCY), one of Americas fastest growing auto
insurance companies.
"A dry list of facts may have sold auto insurance in the past, but not
anymore. Today, audiences want to be entertained by advertising," said Erik
Thompson, Director of Advertising at Mercury. "This campaign gives us the
ability to communicate Mercurys core values -- low rates, great service
and financial stability -- in such a way that will leave a lasting
impression upon consumers while we entertain them."
The focus of the campaign is to humorously communicate Mercurys core
strength of low auto insurance rates. The premise is that the
quirky-and-entertaining Dr. D.B. Selwick, a UFO Theorist and seeker of
truth, is gathering evidence that Mercurys rates are so low because the
company is run by alien beings from the planet Mercury.
"The insurance space has become very competitive over the past two
years," says Chuck Wall, CEO of MarketPower Group, Mercurys advertising
agency of record. "Because of that, we wanted to create a series of spots
that viewers want to watch and even anticipate, which is what we have done
with Dr. Selwick."
The new website, http://www.mercurytheory.com, offers many of the TV
commercials before they air and takes visitors into Selwicks lair and
provides an opportunity to undertake a quest into his restricted files for
further evidence that aliens from the planet Mercury run Mercury Insurance.
Selwick draws off-the-wall conclusions that the average person might not
make.
Mercury selected former New York City Emmy-winning journalist, Logan
Crawford, to star in the recurring role of Dr. D.B. Selwick. The
commercials were produced by award-winning director Edward Schumacher of
Venice, CA-based Ambush Productions International, with Mercurys agency of
record, San Antonio-based Market Power Group, designing and implementing
the media purchase.
Mercury Insurance and its affiliated group of sister companies provide
top-quality insurance products and services at a fair, affordable rate.
Mercury auto insurance is sold in 13 states: Arizona, California, Florida,
Georgia, Illinois, Michigan, Nevada, New Jersey, New York, Oklahoma,
Pennsylvania, Texas, and Virginia. Mercury also offers homeowners, personal
liability and mechanical-breakdown insurance in several of these states.
For more information please visit http://www.MercuryInsurance.com
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