Berkeley Helps Arbella Tackle Rookie Insurance Problems 

When Arbella Insurance wanted to tackle the rookie home ownership insurance market, they called on two local talents to help tell the story, Patriots quarterback Mac Jones and Joe Berkeley LLC.  

The results are two :30 commercials that address being a rookie homeowner and insuring that first home, as both can be “full of surprises.”

01_movers_30_QARB0032000H from joeberkeley on Vimeo.

04_remotes_30_QARB0062000H from joeberkeley on Vimeo.

Berkeley explains, “The insurance advertising landscape is cluttered with a lot of messages, and it can be difficult to stand out. We weave in a message of trusting your local company who partners with the best agents to get you the right insurance at the right price. Arbella will reach consumers with this message across multiple media channels, including TV, billboard, social and digital.”

In the “Movers” spot, Mac finds that all his belongings are not in his new home, but is reassured that his correct contents will be found. The message is that “ Being a rookie homeowner is full of surprises, insuring your first home with Arbella isn’t”. In ‘Remotes” picking the right remote can be confusing and result in “a little delay” when everything turns on but the television.  The commercial lets viewers know that “There are a million things to know about your new home, there’ only one thing you need to know to insure it, find your agent at Arbella.com”

There are decisions to be made on a campaign. The team had great collaboration with Arbella marketing, led by CMO Gayle O’Connell. On the shoot, QB Mac Jones had a sense of purpose and a sense of humor, according to Berkeley.

Berkeley goes behind the scenes to talk about the props, “When we were looking for the furnishings mistakenly moved into Mac’s new home, we really got personal. In Movers, the doll is one Creative Director Tim Foley found at a flea market. The portrait of the older woman in the background is my grandmother. The cuckoo clock was my mother’s. We gave this project everything we had and did not compromise on the quality of the production. Arbella is a great client and they leaned into making the production special.”

Creative credits belong to:

Joe Berkeley, Director, CD/CW
Tim Foley, CD/AD/Production Designer

Mary Bosley, Line Producer

Hank, Agency Producer

Patrick Ruth, DP

Faye Cogen, AD

Mary Anne Janke, 1st AC 

Fletcher Burns, Gaffer

Jason Bowen, Key Grip

Props: Mary Bosley/Cameron, Keiber/Kenji, Melissa Cooperman, and Jynx Diers

Wardrobe, Mercer Casey

Locations, Jared Larner

Editor, Shondra Burke

Color, Phil Choe

Mix, Tom Love 

Source: Joe Berkeley LLC

  Arabella Insurance, Joe Berkeley LLC