Mike Sciosa’s decision to take out John Lackey in Inning 7 of tonight’s Angels-Yankees playoff game has to rank among the all time worst decisions. But close behind it is the new In-Synch tagline from sponsor Travelers Insurance. That’s right, not “in sync” but “in synch” even though if you do a Google search for “Travelers in synch” they’ll correct it to “did you mean Travelers in sync”?
I’ve done advertising for Travelers in the past and trust me, they are not adding piercings and tatts to the traditional insurance pitch. This is an ill-advised attempt to slap on something of interest to a younger audience that would logically have little interest in insurance.
The ads, including a cute one with a terrier that ran during the game (he frets for his lost bone which he should have insured with Travelers) are standard stuff but then the bizarre tag line appears. “Travelers. Insurance. In-Synch™.” That’s right, in addition to pandering to 25-34 they are kowtowing to the legal department which is not the way to get the attention of the young and the restless.
Travelers, welcome to the Badvertising Hall of Shame.