Mercury Insurance Launches New Advertising Campaign

July 21, 2006

Los Angeles-based Mercury Insurance Group has launched “Mercury Theory,” a humorous new advertising campaign featuring a suite of 10, thirty-second TV commercials, as well as an interactive destination website,

The commercials began airing this week on network affiliates and cable TV in major markets in Arizona, California, Florida, New Jersey, Oklahoma, Texas and Georgia (beginning July 31), as well as Philadelphia.

“Mercury Theory” presents an upgraded marketing direction, the company said. “A dry list of facts may have sold auto insurance in the past, but not anymore. Today, audiences want to be entertained by advertising,” said Erik Thompson, director of advertising. “This campaign gives us the ability to communicate Mercury’s core values — low rates, great service and financial stability — in such a way that will leave a lasting impression upon consumers while we entertain them.”

The focus of the campaign is to humorously communicate Mercury’s core strength of low auto insurance rates.

“The insurance space has become very competitive over the past two years,” says Chuck Wall, CEO of MarketPower Group, Mercury’s advertising agency of record.

The new website,, offers many of the TV commercials before they air.

Mercury auto insurance is sold in 13 states: Arizona, California, Florida, Georgia, Illinois, Michigan, Nevada, New Jersey, New York, Oklahoma, Pennsylvania, Texas, and Virginia. Mercury also offers homeowners, personal liability and mechanical-breakdown insurance in several of these states. For more information visit

Source: Mercury General Corp.

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