Gene is the creative director for a small agency representing an insurance compa
ID: 372004 • Letter: G
Question
Gene is the creative director for a small agency representing an insurance company called Safety Net Insurance. Safety Net wants a new campaign that will differ from other insurance promotions.
Gene interviews everyone at the company, pours over secondary information, and tries to find a point of differentiation. He discovers that Safety Net settles claims faster than 95% of its competitors. The speed of settling claims strikes Gene as an important benefit that advertising should communicate. In his mind, he runs through different possible metaphors for speed: lightning, rockets, speedboats, and fast cars.
He next begins sketching out some of the ideas, before settling on a commercial in which someone who has had a fender-bender is calling his insurance company. A second after hanging up, a race car drives up and gives the man a check to repair his car. Gene likes the idea a lot, because it connects speed and auto insurance. It is also funny.
When Gene meets with the client, the client is unsure about the idea. “We’ve never done anything humorous before Gene,” he tells the ad executive. “I’m not sure about this.” Gene refuses to give up on the idea. “People will love it,” he tells his client. “The humor will help them to understand how important fast claims are.” The client relents and the ad is produced.
Put the following items in the correct box:
chooses race car idea
metaphors for speed
learn about brand
overcomes client's issues
Judge
Explorer
Warrior
Artist
Gene's Creative activities: Goal Stage in Process Gene interviews many company individuals Gene generates many different metaphors for speed Gene chooses the race car "big idea" Gene fights for his idea with the clientExplanation / Answer
The correct order is as follows:
Gene’s Creative Activities
Goals
Stages in the Process
Gene interviews many company individuals
Learn about Brand
Explorer
Gene generates many different metaphors for speed
Metaphors for speed
Artist
Gene chooses the race car "big idea"
Chooses Race Car Idea
Judge
Gene fights for his idea with the client
Overcomes Client’s Issues
Warrior
Gene’s Creative Activities
Goals
Stages in the Process
Gene interviews many company individuals
Learn about Brand
Explorer
Gene generates many different metaphors for speed
Metaphors for speed
Artist
Gene chooses the race car "big idea"
Chooses Race Car Idea
Judge
Gene fights for his idea with the client
Overcomes Client’s Issues
Warrior
Related Questions
Navigate
Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.