Northwestern Mutual Eliminates Worries. 'Bob Garfield' Comments


An Adrants reader sums up this Northwestern Mutual site perfectly, writing, "It won't make me buy their financial products but it's fun." Visit Wreck Your Worries, type in a worry and choose from four tools you can then use to destroy your worries. It was very theraputic but we'd agree with the reader. After we finished hammering away all our daily worries, we just left. Yup, we didn't buy any life insurance. Not a bit.

Looking over our shoulder as we wrote, our blowup Bob Garfield doll, standing stoically but mildly deflated from all the darts we've tossed while in the corner of our office, was heard saying, "Oh shut up Adrants! You guys are idiots! I know what you're all about! You'll do anything to piss people off with your lame-ass commentary!" OK. Sorry, Bob. We promise we'll read your Chaos Theory piece now. [Ed. To be clear, the real Bob Garfield didn't say this. He gets mad when you put words in his mouth so we thought we'd be clear on that point. OK? Good.]

by Steve Hall    Apr- 2-07   Click to Comment   
Topic: Games, Online   

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Were you in the MARKET to buy insurance?? Probably not. But when you are, Northwestern Mutual may be top of mind, that is all any campaign can hope for. And I spent a total of 3 minutes on their website, pretty impressive. It was also smart to allow ppl to de-stress and laugh about their worries, b/c they are in good hands with Northwestern- or something like that. I predict it will have viral success as well-- going to send it to my mom now! Hey, Northwestern, let me know if you want me to write your award entry :)

Posted by: kate on April 2, 2007 10:56 PM

Kate's right ... the campaign's a breath of fresh air in a stale category. They got it more right than wrong ;-)

Online version of the campaign here -

Posted by: adverlicious on April 4, 2007 11:05 PM