Ads brand independent agents as advisers worthy of trust.

The Independent Insurance Agents of America's Trusted Choice commercials will be hitting the airwaves again in October and December. Trusted Choice is a marketing initiative the IIAA is using to brand the distribution system of independent agents as counselors, said Jeff Myers, vice president of communications for the IIAA. The commercials ran nationwide earlier this year.

The commercial shows a man walking through his house, engaging in games of chance for advice-such as flipping a coin or using an eight ball. The commercials are designed to increase consumer awareness of Trusted Choice agencies and brokerage firms.

The commercial will be aired on cable networks such as ESPN2 and Fox News.

The commercial also has a tagable version in which an agent can pay to have his or her agency name featured at the end of the ad. In order to participate in the Trusted Choice commercial an agency must be a member of IIAA. An agency with fewer than 10 workers pays $250 for its name to be presented on the tagable version and agencies with 10 or more pay $499.

A total of 26 national and regional companies are Trusted Choice partners, who support the branding initiative with financial support and marketing advice. The companies include Encompass Insurance, Markel Insurance and Progressive Insurance.

The campaign is also available in print ad and radio versions. The campaign was designed by the Seattle office of Publicis & Hal Raney.