In Plymouth Rock Assurance’s first brand platform with new creative agency of record McKinney, titled ‘Keep Calm and Rock On,’ the insurance company drives relevancy with its Northeastern customer base by personifying common claims in the region. From a tree warning of its impending fall to a turkey preparing to fight its own reflection in a car windshield — two regional quirks that Northeasterners love to poke fun at — the campaign shows discerning consumers that no one knows their insurance needs better than a company that lives where they do. And with Plymouth Rock Assurance on their side, they can face even the angriest turkey with a “keep calm” attitude.