''In Gayle We Trust'' is a comedic digital series developed and produced by Ryan Noggle

NBCUniversal NBCUniversal Media, LLC is an American multinational mass media and entertainment conglomerate corporation owned by Comcast and headquartered at 30 Rockefeller Plaza in Midtown Manhattan, New York City, United States. NBCUniversal is primari ...

Digital Studio in partnership with Andy Hayman at

Mindshare Mind share relates to the development of consumer awareness or popularity, and is one of the main objectives of advertising and promotion. When people think of examples of a product type or category, they usually think of a limited number of bran ...

Entertainment and the show's sole sponsor,

American Family Insurance American Family Insurance, also abbreviated as AmFam, is an American private mutual company that focuses on property, casualty, and auto insurance, and also offers commercial insurance, life, health, and homeowners coverage as well as investmen ...

. The series centers around Gayle Evans (

Elisa Donovan Lisa Adaline Donovan (born February 3, 1971), known professionally as Elisa Donovan, is an American actress. She played the role of Amber in the 1995 teen comedy film ''Clueless'', and reprised her role in the TV series of the same name (1996-1 ...

), a small-town insurance agent and her host of colorful and quirky clients. Season one, written and directed by

Brent Forrester Brent Forrester is an American writer and producer, who has written for 6 Emmy Award-winning television comedies. He wrote several episodes of the animated television sitcom ''The Simpsons'' between 1993 and 1997. He has worked as a writer on ''T ...

(

The Office (US) ''The Office'' is a mockumentary sitcom created by Ricky Gervais and Stephen Merchant, first made in the United Kingdom, then Germany, and subsequently the United States. It has since been remade in ten other countries. The original series o ...

The Simpsons ''The Simpsons'' is an American animated sitcom created by Matt Groening for the Fox Broadcasting Company. The series is a satirical depiction of American life, epitomized by the Simpson family, which consists of Homer, Marge, Bart, Lisa, ...

) premiered in September 2009. Season two, directed by

Sandy Smolan Sandy Smolan is an American feature film, television, and documentary film director. Early career His critically acclaimed debut feature film ''Rachel River'' was nominated for the Grand Jury Prize at the Sundance Film Festival and took awards ...

and written by Tim McKeon and Kevin Seccia, premiered in July 2010. Season three, which follows the town's pursuit of staging an insurance-themed, Broadway-style musical, launched in October 2011. Season three was directed by Jason Farrand and written by Anthony Q. Farrell, Ryan Noggle and Andy Hayman.

Plot

Season 1 (2009)

Nestled somewhere in the middle of America, Maple Grove is populated with a host of colorful characters, and they all turn to one person for insurance needs, counseling and much much more. Though an insurance agent by trade, Gayle Evans has become the default cure-all for the small town, as her pleasant disposition and sound advice has made her a go-to resource in the lives of her clients. From a newlywed couple seeking weekly marital advice, to an overconfident plumber trying to protect his coveted identity, to a traveling hypnotist needing liability coverage, Gayle's clientele range from sympathetic to pathetic to outright bizarre.

Season 2 (2010)

In Season 2, Gayle's clientele range from sweet to sympathetic to outright bizarre. From first-time expecting parents needing baby advice, to a plumber-by-day-rock-star-by-night egomaniac, to a hair-brained hair stylist in need of small business insurance, Gayle's got her hands full. She becomes a friend, psychiatrist and advisor to the colorful and quirky locals of Maple Grove.

Season 3 (2011)

Returning from lunch on an idle Monday, Maple Grove insurance agent Gayle Evans is approached by a bombastic stranger. Theatrical and overly confident, Rafael reveals to Gayle that he’s oh so close to completing his first musical, Policies! Policies!, a love story about a small town insurance agent who helps his clients’ dreams come true. Rafael has arrived in the Midwestern hamlet to not only find inspiration from his muse, Gayle, but furthermore to stage the entire production in all of its grandeur before introducing Broadway to its next blockbuster smash hit. We soon learn, however, that Rafael is not the gifted impresario he presents, but rather an insecure man with a half-baked script. Finding herself in the eye of the tornado, Gayle must now juggle clueless executive producers, a wannabe movie star, a melodramatic teen diva, an actor with paralyzing stage fright, an always bitter rival and many more roadblocks in her pursuit of protecting Rafael’s dream and helping it become fully realized. Will Gayle pull everyone together and make “Policies! Policies!” the crowd-pleasing, roof-raising hit Rafael always knew it could be?

Response

Season one of In Gayle We Trust attracted nearly 3 million views. In aggregate, the branded digital series yielded a 20% lift in quote starts and a 24% increase in purchase intent for

. Since its online debut, In Gayle We Trust has garnered 24 million viewers at a 76% completion rate.

References

{{reflist 2009 web series debuts American comedy web series