"Bank Brat" was the first ever :60 direct TV spot for Nationwide's popular "Life Comes at You Fast" campaign. The challenge was to create an original spot that was funny, but also sold insurance. How did we do it? With a commercial that sells and sells while some poor sap's car gets systematically destroyed by an adorable kid.
"Bank Brat" shortlisted at Caples and led to an online component and radio spot, all of which you can review in the video below the TV spot.
TL;DR: Using humor to sell "boring" products works if the creative delivers on the brand promise.