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Arbella Insurance’s Recliner Car

Written by Michele Wilmonen. Posted in Advertising, Research Last Updated: 03/25/2013

For creative marketing gimmicks Arbella Insurance created an interesting one.


Commercial opens with a couple walking down the sidewalk laughing and enjoying their cups of coffee. From behind them a guy driving a very interesting car pulls up and calls out to get their attention. The seats in the back of the car are not normal car seats, but a love seat like the one you would have in your house or apartment.

Driver: Pssst, hey! Yeah, you two. You guys heard about this car-partment thing?

The guy and girl look at each other confused.

Girl: Excuse me?

Driver: Yeah, it’s only like the most amazing insurance coverage ever. You get your car insurance from Arbella, right, and then they throw in renter’s insurance for like $3.00 a week. Is that crazy or what? Hahaha.

Guy: Sounds pretty great actually.

Driver: What will they think of next?

Driver drives off.

Driver: (as he is driving off he waves and yells) Tell your friends.

Announcer: Yep, it’s a big deal.

Girl: (waving at the guy driving away) Thank you.

Announcer: Introducing carpartment insurance from Arbella. Sign up for car insurance and get renter’s for as little as 3 bucks a week. Arbella. Here for good.

What Arbella Insurance Is Trying to Do

Arbella Insurance is introducing a new product for those drivers that live in apartments. The commercial seems to be targeting the 20-somethings with the language that is used, the coffees in hand, and the actions of the actors. This specific group of drivers is the age group that is traditionally most likely to be living in an apartment, compared to older drivers that have purchased homes, so targeting this market is a good idea.

My Thoughts on This Arbella Insurance Commercial

Arbella Insurance may want to consider that with the recent recession we went through, there were a lot of people that lost their homes and are now living in apartments. So they may want to think about adding to this carpartment advertising introduction to appeal to a wider audience base that includes older drivers and drivers with families.

Arbella did do a good job in creating a memorable marketing prop with the car that was half an apartment and a car. Something memorable like that will make Arbella stick out when young people are calling around for insurance coverage.

Overall, I give this Arbella Insurance commercial one thumb up for good advertising methods, but also one thumb down because when the commercial ended I felt “meh” about the commercial as a whole.

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Michele Wilmonen

Michele's first introduction to insurance was working for a major insurance company as a file clerk and a mailroom supervisor in a regional office. She learned insurance directly from underwriters and claims adjusters from questions and also watching them do their job. Since then, she's earned a number of insurance certifications from the Insurance Institute of America and also a Bachelor’s degree from the University of Idaho. She blogs at Car Insurance Guidebook.

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