I’m not gonna sugarcoat it…just saying the word “insurance” puts me to sleep. And not just any sleep. It’s like a super coma.

Which begs the question, when did insurance advertising get so funny? Was it during my last super coma? Aside from being one of the most boring categories in the world, it’s also something most people don’t like to think about. But still, for years, insurance companies have been breaking through the commercial clutter with some of the funniest spots out there.

So this got us thinking—if insurance can be bold and innovative, maybe your category can, too.

Now of course, they have an advantage because other people’s misfortune is hilarious. But the fact is, the best insurance ads don’t rely on that. With GEICO, it’s clever (unable-to-be-skipped) quirkiness.

With Allstate, it’s a great character and a brilliant concept (that led to an even more brilliant stunt.)

With Progressive, it’s…Flo. A whole lotta Flo.

Almost every major insurance company has found a unique voice that resonates. But don’t worry, you don’t have to discover the next Flo to reach your audience. You can also look for a human truth like this State Farm spot.

Or when all else fails, drive, err, kick home your point like Safe Auto (and make my dad LOL until he cries).

So when you’re ready to start honing your chops, don’t be afraid. And don’t go into it with the misunderstanding that you’ll reach the comedic prowess of Vern Folk Insurance. Compared to them, we’re all amateurs.