USAA tries to make insurance out to be a family heirloom just like an antique that is passed from one generation to the other.
Commercial opens with three generations of what we assume are the Bell family men sitting at the kitchen table. Grandpa is putting his hat from his army uniform onto his grandson with a smiling dad looking on.
Narrator: Often passed down from generation to generation. USAA auto insurance is more than just insurance; it’s a family heirloom.
Narrator is speaking as we see more of the Bell family together along. Screen introduces us to Mike Bell (the smiling father from the first scene) and informs us that Mike is a “2nd Generation USAA Member”.
Narrator: Begin your legacy, get a quote. USAA, we know what it means to serve.
Point of the Commercial
USAA is very much playing on the emotional aspect of family ties and tradition. They show a happy family that spends time together, served in the military and looks to be financially stable. USAA ties all of this together with the fact that this family has multiple generations insured with them.
As USAA is a specialized insurance company that the general public cannot access they are speaking directly to military and their families. For military personnel, their main source of support is their family which makes sense why USAA is playing up on the solidarity of the family (even when making insurance choices).
You may argue the point that family is the source of support for most people. You would be right, but for military personnel that need for the support is stronger. To understand think about this, who needs their families support more; the people that live in the same town as multiple generations of their family or the soldier that is deployed overseas?
What the Insurance Company Wants You to Do
They want you to switch to them or even stay with them, regardless of cost, because it is a family tradition for some families. They want your family to be just like the Bells with multiple generations insured with USAA.
Please don’t mistake my dislike for this commercial as a dislike for the military. USAA has put out many other commercials that I like, but this one is not one of them. I strongly disagree that you should be loyal to an insurance company just because your parents were.
Insurance is NOT a family heirloom; it is something that has to fit you and your situation individually.
Sorry, but I have to give this one a thumbs down.