TV AD FOR PATTY KUDERER FOR STATE INSURANCE COMMISSIONER

When we set out to create a TV ad for Patty Kuderer’s campaign for Washington State Insurance Commissioner, we had two big challenges: educating voters about Patty’s story and making sure they actually understand what the Insurance Commissioner does. It’s a position that impacts every Washingtonian, yet many don’t realize how crucial it is—until they need it.

Our solution? A creative ad that blended Patty’s personal experience navigating the healthcare system with a little bit of humor, making a complex role feel both relatable and essential. By highlighting her work standing up to big insurance companies and protecting consumers, while also highlighting her daughter’s story we gave voters a clear reason to support her—while keeping them engaged with a lighthearted, memorable approach. Because when it comes to insurance (and elections), a little clarity goes a long way.

Patty would go on to win the November 2024 General election by almost 500,000 votes, earning 56.62% of all the votes cast in Washington state.