Many small business owners choose to carry little or no small business insurance. They assume sensible precautions will mitigate risk. As one of the largest small business insurance providers, The Hartford sought a memorable way to inform its audience that disaster is unpredictable and can befall even the most responsible business owners. The results can be devastating, but they don’t have to be.

A prudent small business owner may take any number of precautions to avoid property damage, a liability lawsuit, or workplace injury. But what about that one thing they didn’t think of? That one thing that nobody could have anticipated? We created a whimsical entity—the Warehouse of the Unexpected—that specializes in sending those “one things” to unsuspecting small business owners. We wanted business owners to think of workplace accidents as inevitable, unpredictable—almost fated. It’s not if, but when. A small business owner only need enlist the help and expertise of The Hartford to be ready when the Warehouse of the Unexpected strikes.

Anchored by broadcast TV—and supplemented by pre-roll, banner ads, and social content—the Warehouse of the Unexpected achieved unprecedented brand recall with a 60% brand image index increase in the first 6 months. The humorous tone was a new tact for The Hartford and paid large dividends in a staid small business advertising landscape.