The advertising campaign for Roadwise auto insurance is notable for the variety of its commercials, which range from straightforward and informative to funny and offbeat  This is unusual in the advertising world, where companies typically strive for uniformity in advertising in order to establish a brand identity with their target demographic
But in this case variety is a smart approach, since purchasers of auto insurance are so demographically diverse
Advertising campaigns that target one demographic often alienate people who are not part of the target demographic.