Back when I taught at portfolio school I used to assign "non-sexy projects," so students could realize any product can be fun, no matter how boring it looks on paper. Take this silly but fun ad for LCI Insurance.
LCI might not actually do the kind of work you do but they are accomplished insurance professionals who have been serving Louisiana businesses for 25 years.
Now this ad may not be considered groundbreaking, but assuming it runs in business-to-business or trade magazines, it will absolutely stand out from the usual boring stuff. And with so many businesses small and large, you could ru it for a long time. Even to the point where eventually you don't need all that body copy. (I keed! Kinda.) This campaign also contextualizes worker's comp in a way that is relatable and surprising. The auto mechanic I already assume would be a candidate for worker's comp insurance, but the tattoo guy, too? That's what we call effective communication.
Agency: CPR and Partners / New Orleans
CD/Copy: Justin Bonura
CD/Design: Rocky Russo
CD/Design: David Caruso
Photography: Michael Terranova
Director of Account Service: Temple Ruff