Simple Human Sense

For Auto-Owners Insurance

For most, “insurance” is right up there with “taxes” in the pantheon of fun words. Fortunately, Auto-Owners Insurance approached Gorilla with a creative and refreshing approach to advertising insurance… using simple human sense.

Akin to Gorilla’s slogan “Be More Human”, Auto-Owners and Gorilla partnered to create a human-first approach to insurance, not relying on gimmicks or tomfoolery, but instead focusing on simple, reasonable messaging. Together, we created over 140 deliverables for television, radio, and social media.

And we got to work with a dog.

Television Spots




Behind the Scenes

Nathanael Sherfield

DirectorView Work

Jon Melton


Executive ProducerRoss Vande Waa

Creative DirectorEric Machiela

CinematographerChad Terpstra

Production DesignerJeffrey Taylor

EditorScott McCambridge

Sound & MusicKyle Campbell

VFXSam Baulch