THREE Insurance Commercial: A New Voice in Small Business Protection
https://www.youtube.com/watch?v=hXwPI-V2O68
In a market long saturated with mascots, jingles, and animated mayhem, THREE by Berkshire Hathaway took a different route—one that is strikingly quiet, yet remarkably effective. With a stripped-back delivery, the now-iconic commercial starring Lance Reddick reframed how business insurance is communicated, not just sold.
By integrating every essential coverage—liability, cyber, workers’ comp, property—into a single three-page document, THREE managed to simplify what the industry has traditionally overcomplicated. And they did it through a campaign that is unexpectedly powerful in its simplicity.
The DNA of THREE Insurance
| Attribute | Detail |
|---|---|
| Brand Name | THREE by Berkshire Hathaway |
| Launch Year | 2019 |
| What It Covers | Liability, business auto, property, workers’ comp, cyber, and more—all-in-one |
| Target Audience | Small to mid-sized U.S. businesses |
| Famous Commercial | “Dry Cleaning” featuring Lance Reddick |
| Website | threeinsurance.com |
🎙️ A Commercial That Communicates With Precision
In recent years, advertising has leaned toward storytelling that entertains, not necessarily informs. THREE flipped that model on its head, choosing instead to speak directly—and confidently—to its audience. With Lance Reddick delivering each line like a legal proclamation, the message lands not as a pitch, but a promise.
“In a world of endless policy riders and fragmented coverage, we offer everything you actually need,” he says, not with flair—but with clarity. The ad, notably devoid of clutter or theatrics, earns trust through its tone.
🧠 The Strategy Behind Simplicity
By removing unnecessary insurance jargon and bundling essential coverage into one unified contract, THREE built a product—and a message—that feels like it belongs in 2025. It’s clean, digestible, and exceptionally clear. Small business owners, often too busy for insurance gymnastics, are finally offered a policy that mirrors the way they think: practically.
Through strategic brand positioning, THREE isn’t just another insurer. It’s an operations partner—a platform that simplifies protection, so business owners can focus on growth.
🎯 Why Lance Reddick Was a Masterstroke of Casting
In the context of performance, few actors command attention like Reddick. His cadence—firm but never forced—gives the commercial an air of both authority and accessibility. His presence significantly reduced viewer skepticism, replacing it with a sense of grounded reliability.
There are no coffee spills or office pranks. Just a sharply dressed man explaining why your livelihood deserves more than a fragmented policy.
📈 Timing Is Everything
During the pandemic, small businesses faced unpredictable shutdowns, insurance exclusions, and legal gray zones. That environment created fertile ground for a product like THREE. By offering all-in-one coverage that includes digital liabilities and real-world disruptions, the brand met the moment with a solution instead of slogans.
In the coming years, insurance won’t just need to protect—it’ll need to predict. THREE’s integrated structure positions it as particularly innovative for the emerging needs of entrepreneurs who straddle physical and digital operations daily.
🛠️ A Format Built for Modern Business
Think of insurance from THREE like the iPhone of policies. Incredibly versatile. Surprisingly affordable. And, perhaps most importantly—streamlining operations and freeing up human talent from the slog of reading 47 pages of exclusions.
This approach is not just thoughtful—it’s necessary. Because when disaster strikes, what matters most isn’t what’s promised—it’s what’s printed.
🧾 Final Thought: A Commercial That Quietly Reshaped Trust
In the realm of small business insurance, THREE’s ad campaign didn’t just market a policy—it challenged an industry. With fewer words, fewer visuals, and more clarity, the brand demonstrated how simplification can lead to amplification.
By blending direct messaging, a notably improved policy structure, and exceptionally clear communication, THREE has earned its seat at the table—not as a disruptor, but as a necessary evolution.
🎥 Watch the Commercial: “Dry Cleaning” by THREE Insurance
THREE Insurance Commercial – Dry Cleaning
Featuring Lance Reddick
Published by THREE by Berkshire Hathaway
Watch on YouTube
👏 A Masterclass in Commercial Minimalism
This isn’t your typical insurance ad. There’s no background noise, no quirky mascot, and no over-the-top scenarios. Instead, Lance Reddick delivers a cool, measured, and profoundly impactful message—not just about a policy, but about a philosophy.
The 60-second spot, titled “Dry Cleaning,” is a study in restraint. Every word feels deliberate. Every pause is loaded with meaning. And the message? Unmistakably clear: Business insurance should cover what matters—your people, your operations, your property—without hiding behind clauses and confusion.
What makes the commercial remarkably effective is its respect for the viewer’s intelligence. It assumes the audience understands what’s at stake and offers them a better option, plainly.
In the noisy landscape of insurance marketing, this ad stands out by saying less—and meaning more.