There is a lot of competition in the car insurance industry. It is perhaps the biggest insurance branch after home insurance because we replace our cars so regularly. While it might be said all insurance companies are the same policy wise, the same can’t be said for their service and claims handling.

The car insurance industry is fighting a reputation for slow service when it comes to claims handling and the recent spate of funny car insurance commercials is intended to rectify this situation. In many of the commercials the insurance company literally comes to the rescue of hapless motorist in quirky accident situations.

Although every registered vehicle is covered by compulsory third party insurance there is an increasing trend away from comprehensive coverage. In fact, the trend has been leading this way for a while owing to rising insurance prices and a growing culture that sees car insurance as more of a luxury than a necessity.

We’ve seen a lot of advertising lately that shows accident prone drivers in various stages of distress. Some are shown having just crashed a wedding reception – literally through the wall. Another is being soaked by the water from a fire hydrant they have dislodged. Yet another is crashing through an intersection.

The point of these commercials is to highlight the fact that when things go wrong and it’s not your fault your insurance company (if you are insured by the advertiser) will rush to your aid. The ads are humorous, but they are meant to build the brand reputation back up after insurance companies started getting a reputation for being difficult with claims.

It’s important when comparing insurance companies to seek as much advice as possible from friends, family or strangers about their experiences with filing car insurance claims. The best referral is one you can trust. Never rely on television advertising.

James Spacey writes about a variety of topics including PPC affiliate marketing and car insurance.