In “Bull,” the campaign plays off the familiar phrase “like a bull in a china shop.” The commercial builds tension as a bull enters a delicate china shop, leading viewers to expect chaos and destruction. Instead, the unexpected happens when a hanging light fixture breaks loose and crashes into the merchandise, causing the damage rather than the bull. The reversal delivers both humor and the campaign message: unexpected things happen in business, and NJM is there to help business owners recover and move forward.