Raab, who runs the campaigns for GEICO, agrees that insurance ads need to evolve. “Our competition isn’t just other insurance brands,” he says. “It’s any entertainment brand. To compete, we must be as captivating as Netflix, Marvel, Fortnite and the millions of endlessly inventive content creators on TikTok.”

But Kolt disagrees with this “self-absorbed” approach.

To be successful, he said, advertisers just need to “tell the truth. Advertising on TV works,” he added. “Sometimes even bad advertising.”