Contest Entry: Chicago Metropolitan Mutual Assurance Company (1965)

[pikkewyntjie.livejournal.com]

I don't get what they're fighting about or the message the company is trying to convey, but the kid standing up might want to be mindful of his groin. 
I wondered if this ad might have been part of series, but I could never find any evidence of that. From what I can tell, the company ran only one ad a year for several years. This one ran in Ebony for a few years beginning in 1960, but usually as a half-page ad. The one from 1959 is unrelated to this one and is too boring to post as it just shows the front of the building, but it does feature a nice family of floating heads. Later ads were more generic "you need insurance because" type without the threat of neighborhood bullies. 

Comments

[pikkewyntjie.livejournal.com]

It would make sense if the other kid said "Happy Holidays" or "Seasons Greetings," but I don't see why "Merry Christmas" and "Happy New Year" would be in conflict with each other.

[luke-russell.livejournal.com]

I find this one of the more odd, inexplicable adverts I've ever seen. I cannot even dream up an angle or message? Especially from a boring insurance company.

[jocelmeow.livejournal.com]

Here's what I think. Kid with his dukes up is an established bully. Kid on the ground is his usual victim. Before the scene that we see here, the kid who is now on the ground was on his feet, walking, and in passing wished the bully "Merry Christmas." Bully, being a bully, said, "What did you say?" in such a way to imply that the kid shouldn't dare to speak to him, and at that point knocked the kid to the ground. Kid on the ground, proving that he's not cowed by the bully, says, "I said Merry Christmas," and daring to go even further and defy the bully, says, "I still say - Happy New Year!"

[pikkewyntjie.livejournal.com]

Me, too. This is the best explanation I've heard so far. With that in mind, I can almost see the kids trying to restrain themselves when they remember it's the holidays. They'll resume beating the crap out of each other on January 2.