Insurance is a topic which refers to matters close to the heart: a loving partner, children and the future. It awakens positive feelings within us of caring for our ‘nearest and dearest’ and aiming to make their future safe. When we sign such a policy we feel better, our self-esteem grows – it should be the classical ‘Desired Consumer Response’ or the expected reaction of a customer who sees the advertisement ?. Insurance companies have products which shift the burden of our concern from moral values into material ones. A house, a car, equipment, a collection. Just objects. Really? Working now on next effective campaign for DM2 Agency’s client from insurance industry, we analyse which customers’ needs should be met in an advertising message. Significance or Certainty? Variety or Love and Connection?