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Shelter Insurance Shields your First Love

Written by Michele Wilmonen. Posted in Ask An Insurance Question, Research Last Updated: 01/18/2012

Protecting your first love with Shelter Insurance is not a call to buy life insurance.


(Music playing) Commercial opens with a young man meticulously washing and cleaning his car in the driveway of a home. The scene changes to the inside of the home where the same young man is getting dressed for a special occasion. The scene changes again to the young man walking to his car with a bouquet of flowers. At this point we assume that he was cleaning his car for his date.

The young man pulls up to the home of a young lady as she is walking out the door to his car. She is also dressed very nice.

Announcer: At Shelter Insurance, we’re people who know that the first love of your life………

Girl gets starts to get into the car and the young man stops her.

Young Man: I need you to take the shoes off.

The girl is shocked when he asks this, but this look changes to one of understanding.

Announcer: …..might have been made of steel.

Screen shows the girl mostly in the car with her pulling her shoeless feet in last and her shoes in hand.

Young Man: Thank you.

Car drives off and we see that he has a license plate that says “MLADY”

Screen goes to a collage of different scene from the different parts of our lives.

Announcer: Shelter Insurance, for your auto, home, and life. We’re your shield; we’re your shelter.

Point of the Commercial

Arbella Insurance is trying to convey the message that they understand that some people loved their cars more than the opposite sex when they were younger (or still do). They want you to come away with the feeling that since they are the insurance company that understands this, that they will “shield” and “shelter” that love of your life with their insurance coverage.

What They Want you to Do

I honestly don’t know what they want you to do from this commercial. There is no call to action and there is no information on how to contact them. Do they want us to just think good thoughts about them?

My Opinion

I think that this commercial was trying to be based off of a cute concept and totally missed the boat. Other than him cleaning his car really well and asking the girl to take her shoes off, nothing really evokes the emotion of how much this car is the first love of his life.

We all, at some point, give our car a thorough cleaning; this doesn’t mean we are in love with our cars. A good portion of us also ask people to take off their shoes when they enter our house, but this doesn’t mean that our carpet is the love of our life.

I am just not impressed by what Arbella Insurance is trying to get us to see and there is no message in this commercial of what they want you to do. We are left thinking, “Great Arbella will be our shield…..and?”

Giving this a thumbs down.

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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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