Campaign transforms relatable moments of life in the northeast with a reassuring message to help navigate the chaos with calm and confidence
As insurance becomes increasingly complex and personal connections between customers and national carriers feel harder to find, Plymouth Rock Assurance, a leading auto and home insurance provider in the Northeast, continues to lead with relatability. In its new campaign, “Keep Calm and Rock OnSM,” Plymouth Rock infuses both local flavor and a dose of levity to show that no one understands the Northeast, or its claims, better than those who live and work here.
According to a J.D. Power study, only 15% of insurance policyholders nationwide say they have a “high level of trust” in their provider. The finding underscores how important it is for brands to connect with customers on a human level. Keep Calm and Rock On embraces the quirks that bond the Northeast together, capturing the shared experiences that make the region unlike anywhere else—from erratic wild turkey to unpredictable weather. By weaving humor, humanity, and a distinctly regional personality into every scene, Plymouth Rock reinforces its position as a trusted member of the community that understands both the challenges and the charm of the region, as well as the people and places it protects.
At the heart of the campaign are two hilariously familiar sights for Northeasterners: a tree warning of its own impending fall, and a turkey gearing up to attack its reflection in a car windshield. Together, they capture the everyday absurdities of life in the region and deliver a simple message: with Plymouth Rock, you can handle even the wildest mishaps with calm and confidence.
Developed by creative agency of record McKinney, the campaign is built around one key truth: nothing brings people together like bonding over shared challenges – like the weather or wildlife that come with life in the Northeast. Launching November 3 across TV, paid social, connected TV, online video, addressable television, and out-of-home, the campaign signals a new creative era for Plymouth Rock– grounded in self-awareness, authenticity, and regional pride. Media agency of record Attention Arc handled the media planning.
“The new ‘Keep Calm and Rock On’ brand platform reflects our broader strategy to deliver what we call the ‘Local Advantage,’” said Jennifer Lindauer, Director of Brand Marketing at Plymouth Rock Assurance. “Rooted in the Northeast, Plymouth Rock knows the challenges and character of this region better than anyone. At a time when consumer trust in insurance is low and national carriers can feel distant, we’re building a brand that feels relevant and relatable—one that understands the realities and the charm of living in the Northeast and is ready to help people navigate it with confidence.”
“Northeasterners love to gripe about their region, but they also defend it like family,” said Omid Amidi, co-Chief Creative Officer at McKinney. “There’s beauty in that contradiction: we complain about the elements, but we’d never trade it. This platform channels that mix of toughness and heart into something funny and human, because no matter the disaster, Plymouth Rock helps you keep calm and roll with it.”
Watch the latest campaign videos on YouTube.
