You often see life insurance commercials when watching TV or video sites, don’t you?
In addition to commercials that promote easy quotes and affordable premiums, there are also various ones that highlight building plans tailored to each person’s lifestyle and outlook on life.
In this article, we’ll introduce a whole range of those life insurance commercials.
Some of them even tell moving, emotional stories.
Take this opportunity to sit back and watch them carefully.
Life insurance MC roundup. The appeal lies in warm, customer-centric presentations (1–10).
Fukoku Mutual Life “This Is Me” versionNEW!Elaiza Ikeda
Elaiza Ikeda Appears: New CM “That’s Me” (30 seconds)
This commercial for Fukoku Life starts with Elaiza Ikeda standing on the street, singing with a guitar.
The narration is striking: it voices the conflicting yet coexisting feelings of “I like being alone, but I hate loneliness,” and declares, “That’s who I am.” Seeing someone accept the complexity and contradictions within themselves may give some viewers courage.
In the CM, the song Ikeda is performing is Angela Aki’s signature piece, “Tegami ~Haikei Juugo no Kimi e~” (“Letter: To You, Fifteen”).
Released in 2008, the song tells a story in which the 15-year-old self and the grown-up self exchange letters, expressing what the adult wants to say to the 15-year-old and what the 15-year-old wants to say to the adult.
Kampo Life Insurance “While Strolling Around the Neighborhood: New Medical Rider” VersionHikaruhi
Hikorohi is surprised even herself to appear in a commercial! She gushes “So cute!” over a dog that’s great at dancing. Japan Post Insurance’s new CM: “Neighborhood Walk / New Medical Rider” edition.
This is one of a series of commercials that introduce Japan Post Insurance while depicting walks with a dog.
In this “Neighborhood Stroll: New Medical Rider” installment, Hikorohee appears and explains the hospitalization coverage provided by the new medical rider.
While preparing for the unexpected with insurance and trying to stay active in daily life, Hikorohee is joined by Josephine the Afghan Hound, who’s also working hard to exercise—so cute! The background music is Arthur Pryor’s “The Whistler and His Dog.” It’s a piece often used in other companies’ commercials as well, so many people may recognize the tune even if they don’t know the title.
This commercial features Yoshihiko Inohara as a Japan Post Insurance (Kampo Life) employee visiting a customer’s home to explain Shin Nagaiki-kun, a whole life insurance plan that provides lifetime coverage.
It highlights the reassuring structure where coverage continues even after premium payments are completed.
As the meeting ends and Inohara is about to leave, there’s a charming touch where he forgets the large arrow flip chart he used in the explanation.
It’s a friendly, likable ad that leaves a positive impression.
Corporate Commercial 'Letter ’23' Version (60 seconds) [Sumitomo Life Official]
This commercial depicts various experiences of people at Sumitomo Life in the form of letters, conveying the depth of their feelings.
Because the visuals are simple—just text being typed on the screen—the emotions feel all the more directly expressed.
It portrays experiences of continuing forward even when faced with hurtful words, how that led to trust, and the desire to keep walking alongside customers in the same way going forward.
A particularly compelling point that conveys trust is that, even though they provide insurance, they still wish for days when, if possible, no one needs to use it.
Sumitomo Life Chakin “Chakin Publicity Department” VersionCho Tokimeki♡Sendenbu
Cho Tokimeki♡Sendenbu as new employees!? Cute smiles shine in the behind-the-scenes CM release for Sumitomo Life’s new web commercial
This is a comical-concept commercial featuring Cho Tokimeki Sendenbu as new employees at Sumitomo Life, where they brainstorm how to convey Chakin’s appeal.
The key point is the fun atmosphere of them working as new hires while still in their idol costumes, which also communicates that it’s an easy, accessible service for younger audiences.
While the costumes and pacing create a unique vibe, the worries they express and the features introduced are treated seriously, and that contrast helps convey a sense of reliability.
It strongly communicates that this is a positive service leading to the future and encourages viewers to start by looking into it.
Sumitomo Life Vitality: Behavioral Economics Consideration
Sumitomo Life “Vitality” New CM #6: “A Behavioral Economics Consideration” (120 seconds) [Sumitomo Life Official]
This commercial portrays a common situation: we think about our health but struggle to take action, while showing that Vitality can help.
The key is Mr.
Himura’s thought process informed by behavioral economics—emphasizing how he considers complex ideas yet doesn’t follow through.
Here, Mr.
Shitara suggests that instead of “making up for being unhealthy,” reframing it as “getting healthy” could lead to action, highlighting that Vitality is a perfect fit for this approach.
It’s a piece that makes you reflect on how taking action first—without overthinking—can be what truly matters.
