A Lot Like You (and Me), Northwesterner

These ads are fantastic. As someone living here, they definitely ring true. It's hard not to identify with at least one of them. I won't tell you which one that I identify with but if you've been paying attention, you may already know. I may have to submit my own (Microsoft transplant: wears make-up, carries umbrella, abhors fleece, reads travel books, addicted to DVR, installed a wine refrigerator, Whole Foods junkie...what do you think?)


Seriously, if you go to the site and click on the profiles; I know most of those people (have yet to meet the apple guy and the architect but I'm pretty sure I have seen them on the street or they are a friend's dad). Socks and Sandals Guy totally works at Microsoft in building 18.

Comments (14)

  1. reggie says:

    It’s too bad that seattleites have such poor fashion sense. I’ve been there once and everybody was dressed in gray and looked clinically depressed.

  2. HeatherLeigh says:

    Perhaps that had to do with who you were visiting. I have fashion sense and I neither look nor act like I am depressed. Of course, I question the fashion sense of someone who has to post anonymously. Put your fashion where your mouth is. You think you dress better than me/us? Bring it. πŸ™‚

  3. reggie says:

    I dress like the mega stud that I am. You would throw yourself at my feet if we were in the same room together.

  4. HeatherLeigh says:

    Yeah, I am sure. You are so charming; how could I help myself?

  5. Andy says:

    Heh. I am still looking for my own personal "used bookstore waif" πŸ™‚

    I guess I most closely fit the "NW Male action figure" profile. Yep that’s my XTerra with my back pack, climbing gear, cross country skis, snow shoes, and kayak. Actually I lost the kayak in when I divorced the "NW Bi-polar freak" πŸ™‚ guess I’ll have to get another one. I can’t believe I have been renting my kayaks for three years now. I really need to get a new one.

  6. HeatherLeigh says:

    Haha! Andy, are you submitting that profile to Pemco?

    You’ll find your waif, my friend πŸ™‚

  7. Rod Brooks says:

    Hi Heather.  Thanks for noticing the new PEMCO ad campaign.  We’ve had a ton of fun creating it and watching the buzz build.  I’m Rod Brooks and I"m the CMO at PEMCO… Profile 106, Northwest Marketing Guy.  Seriously, I appreciate being included in your blog.  Our microsite at http://www.werealotlikeyou.com/ has been update this week.  Now you can order sets of Northwest Profile trading cards (free), your NW Profile t-shirt, and the best part… you can upload any profile you want to create yourself.  It’s easy and sort of fun.  You’ld almost forget that we are an insurance company!  Thanks again for noticing and mentioning our campaign.  RB

  8. HeatherLeigh says:

    Rod, thanks for stopping by! I was just happy to see that the reason you couldn’t upload a profile is because your tech guys were enjoying the Halo launch πŸ™‚

    I may have to buy a t-shirt! So a question for you, in case you come back. Obviously, the numbers of the profiles don’t go in order. Are there profiles that are already created that have not been put on the site yet or is that just to let viewers know that they need to fill in the unused numbers with their own profile. I may have to submit mine. I think obsessive compulsive recycler is close though πŸ˜‰

  9. Don Young says:

    Heather, what a treat to see our work on your blog! Many of your readers may know me from other posts, blogs, etc. In the spirit of full disclosure; I’m Don Young, Creative Director at PEMCO. So you would correctly assume I’m a fan of these spots and the campaign. As Rod mentioned above, it’s been great fun working on the campaign. We’re genuinely pleased that so many people are having as much fun with it.

    We’re working on the next phase of the campaign right now. You never know what might make the next cut for the website, the trading cards, or new TV/radio spots. Make-up wearing, umbrella carrying Whole Foods Junkie could find a moment of fame! Well… perhaps a tiny moment.

    Thanks for including us in your conversation. Submit a type, we’d love to see what everyone comes up with!



  10. HeatherLeigh says:

    OK, Don, I’ll do it. Hoping to see more of your types in ads on TV. Would love to know, at some point, what impact the campaign has had as well (brand recognition, customer acquisition, etc). Not sure how much you can tell us, but I’m definitely curious!

    Keep the good stuff coming!

  11. Hi Heather,

    Well, were back with even more NW profiles for everyone to enjoy.  Thought I’d drop you another note to make make sure you don’t miss them. A couple of my favorites from this series are Walla Walla Wine Wine Woman Woman and Super Long Coffer Orderer.  We’re getting some really great WOM since the series started last september.  You never know where you are going to see a PEMCO NW Profile pop up.

    Check this Microsoft presentation deck out.  Looks like something from a CSO Summit you guys hosted.  I’m not sure if I can link it to your blog or not.  It’s worth a try… here goes.  (I wasn’t real happy that someone left the logo out though).

    Oh… and to your earlier question, we have about 45 profiles developed now and the number don’t go in order.  More to come.


    CMO PEMCO Insurance

  12. Catie says:

    Greetings – from the real Walla Walla Wine Wine Woman Woman!

  13. Johnathan Smith says:

    I love that Pemco is noticed for their great Northwest Profiles!  How come they don’t include “I am a Pemco Manager xxxx and I sleep with employees” guy??  This is the truth, yet instead they submit all these cute little people.  Pemco is known for having no morals or ethics, and yet they continue to promote themselves as this caring, local, moral and ethical company…  Why don’t they admit (xxxx) that you destroy local families by allowing this type of behavior to continue?  How many times can one of your managers be written up for this type of behavior and allowed to continue to work for such a great local institution, founded on responsibility, morals and ethics?  Obviously the Pemco management team thinks this is okay behavior from one of their own.  “Insuring Responsibility” is a great promo that is completely not supported by your own company behavior..  Teachers and responsible people started your company, yet you put all of them to shame by allowing such obvious adulterers to represent your company.  If I had a recommendation, I would suggest that all local citizens that do not agree with adultery cancel their policies with your company.  If they only knew that you allow such a monster as xxxx to be employed there and spend thousands of policyholders money to support his illicit affairs!!!  Way to go Pemco – keep up the great work!!

  14. HeatherLeigh says:

    OK, took the names out of that last comment because it made a lot of personal attacks and unsubstantiated claims. I do feel a responsibility to not ruin someone’s career because someone that knows them is disgruntled.

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