NJM Insurance gives us a nutty addition in new campaign
Good Behavior’s Pete Marquis directs a mad scurry of live squirrels in latest NJM spot.
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Brownstein and NJM Insurance Group premiered Nuts, a new spot for their fully-integrated campaign geared towards the insurance company’s commercial customers, and it’s a little bit nutty (no, really).
Nuts follows others in this campaign (such as Banana and Bull), and builds off the idea that NJM is more than you’d expect by showcasing business scenarios that have surprising outcomes. It is set inside a nut factory, and opens with what looks like a looming accident: a loose bolt drops a nut into the machinery among dozens of peanuts.
Just when the audience braces for the obvious, the scene takes an unexpected turn as the nut is freed from the peanuts while an air duct collapses, spilling dozens of squirrels loose into the factory. The reversal reinforces NJM’s campaign premise: much like the scenarios on screen, NJM’s service goes beyond what business owners anticipate, providing reliability in places they may not expect.
Credits
View on- Agency Brownstein Group/Philadelphia
- Production Company Good Behavior
- Director Pete Marquis
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Credits
View on- Agency Brownstein Group/Philadelphia
- Production Company Good Behavior
- Director Pete Marquis
- Chief Creative Officer Gary Greenberg
- Group Creative Director Meredith Schwinder
- Group Creative Director Chris Grenier
- Associate Creative Director Ryan Cook
- Creative Director Scott Cirlin
- Creative Director Adrian Castillo
- Art Director Jennifer Betit
- Copywriter Jesse Kahn
- Executive Producer Nicole Lundy
- Producer Jennifer Judge
- Senior Art Director Zachary Haines
- Executive Producer Victoria Guenier
- Producer Adam Lawson
- Production Designer Laurent Turlure
- DP Zach Voytas
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Brownstein Group/Philadelphia
- Production Company Good Behavior
- Director Pete Marquis
- Chief Creative Officer Gary Greenberg
- Group Creative Director Meredith Schwinder
- Group Creative Director Chris Grenier
- Associate Creative Director Ryan Cook
- Creative Director Scott Cirlin
- Creative Director Adrian Castillo
- Art Director Jennifer Betit
- Copywriter Jesse Kahn
- Executive Producer Nicole Lundy
- Producer Jennifer Judge
- Senior Art Director Zachary Haines
- Executive Producer Victoria Guenier
- Producer Adam Lawson
- Production Designer Laurent Turlure
- DP Zach Voytas
Directed by Pete Marquis and produced by Good Behavior, the work is highly visual with no dialogue, relying instead on cinematic reversals and comedic timing. The shoot combined live-trained squirrels with visual effects, blending realism and whimsy to heighten the unexpected outcome.
“We wanted to push the campaign’s signature reversals in a way that felt totally unexpected yet true to NJM,” said Gary Greenberg, chief creative officer at Brownstein Group. “This spot leans into dry humour and visual storytelling to highlight NJM’s no-nonsense approach to business insurance. We joked that the squirrels were actually the easiest part of the shoot. We just gave them peanuts and a path to run, and they delivered. It was a perfect metaphor for NJM: Sometimes the unexpected ends up being the most reliable part of the process.”
“The challenge and joy of this concept was striking the right balance between the surreal and the grounded,” said Pete Marquis. “We wanted the humour to feel earned, not exaggerated. Collaborating with Brownstein allowed us to build a world where squirrels invading a nut factory somehow feels totally plausible, and even more, on brand for NJM.”
