"My husband died; I'm a widow," says the sweet-talking woman who is obviously not grieving or just pretending. After all it's a commercial. And we don't want to send the radio audience to the bereavement gutter.
Well, this radio audience can hardly audience.
"But I'm grateful we were prepared. It was fast, affordable and a hundred percent online. Apply in minutes and get same-day coverage. I don't know what we would have done without it."
Not... "I don't know what we'll do without him."
Not... "Insurance can never replace my husband, his love, his presence."
Not... "There is no coverage that can cover a loss of a husband."
Which, perhaps, are not appropriate life insurance adds. But is a woman's voice, however thankful but devoid of sorrow, and rather a little-too-I'm-OK, appropriate?
If the audience is like this audience, it turns the radio down. Or off. It can't bear to feel the unbearable.
Life insurance is without saying, a blessing. Something to purchase. Something to keep a life from splintering into shards. Not something to highlight at the expense of an insured-but-no-longer-here husband. Not for this radio audience.