In every one of these Ethos Life commercials, the people who are worried about purchasing life insurance look like they are young and have money. In the radio ad, the couple sound like they are in their late-20s and have a very young child.
I'm not saying that these aren't the people who should be in the market for life insurance. There's nothing wrong with buying life insurance while you're young. The problem I have is with young people who are supposed to be attracted to Ethos Life because there's "No medical exams" or "health questions" attached to the application. These are advantages for old, sick people who know that buying life insurance at their age and in their condition is going to cost a lot of money and that's why they've put off shopping for it. Colonial Penn really hypes up the "we'll sell to anyone" pitch. But it makes ZERO sense for young, presumably healthy, presumably nowhere near death couples to be excited about buying life insurance that won't be giving them any credit for their health status. It would be like a person with an 800 credit score renting furniture- from Aaron's or Rent A Center. Or someone with an immaculate driver's record going to The General for car insurance. Or someone with two brain cells thinking that buying an extended "warranty" from the nice guy with the Indian accent on the phone is a good plan.
In other words, for the people in these ads to be signing up for insurance from Ethos Life is like watching them just chuck money into the bonfire. It's really dumb and it grates on me every time.