Good Like That - CG Insurance | Clapboard Ad Archive

Good Like That, the brand campaign launched in 2022 by Chemistry for CG Insurance, repositions the insurance provider within the US healthcare landscape as a standard-bearer for customer-first values, aiming squarely at industry skepticism with a disarmingly simple creative device: the office lunch thief. This idea is articulated in the campaign’s initial film, Feast, which bypasses insurance clichés and product demonstrations in favor of a symbolic, universally relatable scenario—a colleague’s unmolested lunch in the break room—representing the kind of integrity and reliability CG aims to deliver. This approach, which Clapboard’s taxonomy situates as FORMAT#3—Symbolize the Problem, sidesteps literal depictions of coverage woes or insurance mishaps, instead framing customer frustration through everyday analogy to make CG’s position clear: unlike competitors who might quietly take what isn’t theirs, CG’s ethos revolves around doing right by the customer with transparency and consistency. Chemistry’s strategic choice to focus on visual storytelling and broad, inclusive scenarios allows the message to resonate across the US’s diverse cultural backdrop, steering away from narrowly targeted humor or surface-level identity cues and instead tapping into a common behavioral truth. The follow-up film in the campaign, Unexpected In-laws, carries forward this narrative momentum, cementing CG Insurance’s empathetic and customer-respecting positioning through familiar, wordlessly expressive moments. In a marketplace where major health insurers often default to rational product messaging or community health credentials, CG Insurance’s campaign grounds trust in the emotional texture of everyday decency—both distinct and ownable within a crowded, often impersonal category. The campaign earns 63/100 in Clapboard’s global creative archive. At a time when brand differentiation in health insurance hinges as much on the experience of empathy as on policy details, Good Like That exemplifies how creative metaphors and visual narrative can signal character and humanity where it matters most.