HEMIC’s “Faux Pas” TV Ad is the People’s Choice for 2014

Apr 27, 2015

HONOLULU: HEMIC is indeed the People’s Choice for Hawaii – when it comes to their favorite TV ad.

HEMIC’s “Faux Pas” TV ad is the winner of Hawaii’s People’s Choice Award for 2014, the public voting component of The Pele Awards, the annual recognition of the best locally produced work in advertising and design by the American Advertising Federation’s Hawaii Chapter.

Faux Pas was one of 11 TV ads nominated for the People's Choice Award, as selected by a panel of judges comprised of mainland advertising leaders. Voting was open to everyone and conducted from April 13 - 23 online at Faux Pas was announced the winner at The Pele Awards show on April 25.

The ad is built on a creative concept that any business can relate to and, in this case, hopefully laugh at the outcome.

“It’s very satisfying that people selected our Faux Pas ad as their favorite for all of 2014,” said Martin J. Welch, Chief Executive Officer of HEMIC. “It’s not easy promoting the business benefits of workers compensation insurance in a way that’s both memorable and easy to grasp, but our ‘No Worries’ advertising campaign is doing just that. Having Faux Pas win the People’s Choice Award is further validation that the campaign resonates with people.”

Created by Anthology Marketing Group, Faux Pas highlights every office manager’s worst nightmare – the accidental company-wide email distribution of everyone’s salaries. Chaos erupts as employees immediately start yelling, bickering and trashing the office. The ad concludes, “You have enough to worry about with your business. Let HEMIC worry about your workers’ comp.”

Anthology CEO Dennis Christianson noted, “The ad is built on a creative concept that any business can relate to and, in this case, hopefully laugh at the outcome. Given all the superb ads that people could vote for to receive the People's Choice Award, it’s especially gratifying that the one for HEMIC struck a chord and garnered the most votes.”

In addition to the People’s Choice Award, the judges honored Faux Pas with a Silver Pele Award in the 30-second TV Ad category, $25,000-$50,000 budget. A second HEMIC TV ad, “Massage Oil Recall,” about a masseuse notified of a factory recall of tainted massage oil that causes unusual side effects – while it is being used on a client – earned a Bronze Pele Award in the same category.

Faux Pas and Massage Oil Recall are a continuation of Anthology’s “No Worries” TV advertising campaign for HEMIC, combining outrageous scenarios with dry humor to elevate brand awareness about the company’s expertise in providing workers compensation insurance. In 2014, Anthology’s “Seafood” TV ad for HEMIC earned a Gold Pele Award and won Best of Show in advertising.


HEMIC (Hawaii Employers’ Mutual Insurance Company) is the State of Hawaii’s leading workers’ compensation insurer, taking care of over 6,000 businesses and 75,000 workers across the Hawaiian Islands. Rated “A” for financial strength by AM Best, HEMIC is a mutual insurance company and has returned over $20 million in dividends to its policyholders. An expert in safety and loss prevention, HEMIC helps employers prevent workplace injuries as well as care for them.