Sentry Insurance Envisions 'What Can Be' in Inspirational Brand Campaign

This week, Sentry Insurance, a Wisconsin-based mutual insurance company, is launching its latest brand campaign 'What Can Be' with a series of TV spots set to air during the Sentry Tournament of Champions live broadcast running from today to 10th January. Led by agency partner Merkle B2B, the campaign comes at a time when Americans continue to face unprecedented challenges resulting from the worldwide pandemic.

'What Can Be' is an evolution of Sentry’s relationship focused 'Right By You' brand platform which debuted back in 2017. The new campaign theme illustrates how Sentry’s deep industry knowledge and strong relationships can help business owners envision 'What Can Be' with Sentry 'Right by Your Side'.

Two 30-second spots, directed by Framestore Pictures’ Anh Vu, feature vignettes of business owners with their Sentry Insurance agents sharing their visions for the future as their plans animate before the audience’s eyes. In a nod to the brand’s heritage, the end of the ad reveals Sentry’s iconic set of blue chairs, representing the power of a two-way conversation between Sentry and its customers.   

Stephanie Smith, vice president, chief marketing and brand officer at Sentry, said: “Businesses, large and small, face a challenging task of preparing for recovery while reimagining their future in a post-Covid world. Through this campaign, we wanted to show that having a trusted partner by your side, with deep industry-specific understanding, can help business owners protect their interests today while forging a sustainable and prosperous future.”

The 'What Can Be' campaign was the first spot gyro developed in the midst of the Covid-19 pandemic. Both ads were directed, shot, and produced late summer entirely through Zoom with an all-female production team.

The full national campaign will roll out next month and run throughout 2021, with the first TV spot, titled, 'Grand Opening' airing on The Golf Channel today. Additional campaign elements include digital and video executions.