Irritation personified

Personification of a product or brand is nothing new. Mr. Goodwrench, the Maytag repairman, Mr. Whipple, etc., etc.

But, you usually see it scattered across product genres. It now appears there was a summit of insurance companies in which they each selected a spokeperson, because that’s all I’m seeing lately. What makes this even more surprising is that they appear to be vying for the title of “Most Irritating.”

Let’s start with State Farm and the young man who appears to have tumbled through the Gap clothing catalog before plopping down in the chair at some West Hollywood hair stylist. Apparently he has nothing more pressing to do than stroll around and drink expensive coffee. Unless, he’s exalting that we live in a society where you can trust people. Right. And State Farm takes your word for it when you make a claim? Spare me the BS, pretty boy.

Allstate takes another approach with their World’s Greatest Spokesperson, a geek with a blue phone strapped to his side. He goes around promising extremely personal contact, renaming the company after you and about anything else you want. Back off, nerd. I don’t need any more friends. Just write me the check.

Then there’s the disturbing mute in the white coveralls of the 21st Century ads, who seems to delight in destroying cars to prove his point. Not someone I want in my planning, or neighborhood, for that matter.

Progressive also sports a white design theme and, if not copying the mime act, adopts the makeup with Flo. While some must find her endearing, she’s an irritating ditz to me and not someone I want to rely upon.

I do understand that they’ve gone to a lot of trouble to research and test images to effectively get across their points and establish a positive image. I must not be in the target market. These personifications repel me and make me yearn for about anything else. Even a lizard.