Los Angeles - Mercury General Corp., a Los Angeles-based auto insurer, is using a new interactive destination Web site to highlight its recent advertising campaign—Mercury Theory.The campaign features a suite of 10 30-second TV commercials and the interactive Web site www.mercurytheory.com.

"This campaign gives us the ability to communicate Mercury's core values—low rates, great service and financial stability—in such a way that will leave a lasting impression upon consumers while we entertain them," says Erik Thompson, director of advertising at Mercury.

The focus of the campaign is to humorously communicate Mercury's core strength of low auto insurance rates. The premise is that the quirky and entertaining Dr. D.B. Selwick, a UFO theorist and seeker of truth, is gathering evidence that Mercury's rates are so low because the company is run by alien beings from the planet Mercury.

The new Web site offers many of the TV commercials before they air and takes visitors into Selwick's lair and provides an opportunity to undertake a quest into his restricted files for further evidence that aliens from the planet Mercury run Mercury Insurance. Selwick draws off-the-wall conclusions that the average person might not make.

Source: Mercury General Corp.



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