A big furry, freewheeling ball called Larry rolls around a city. He’s rapping joyfully because “It’s good not to feel tied down”. It’s a commercial for IAG’s Rollin’ car insurance. You’ve never seen an insurance commercial like it. And you’re not going to forget it. Icon Agency creative director, Andrew North, wishes he’d done it. Who doesn’t?
I know that it’s been rolling around for a little while now, but I haven’t seen better in recent times than ROLLiN’ from Bear Meets Eagle On Fire, for IAG.
I was made instantly yellow with envy when I saw it. Incredibly fresh, watchable and memorable in a category that’s usually incredibly hard. Having said that, this particular client is making a habit of rolling out great stuff across its portfolio of brands, these days, so not altogether surprising.
The film idea is brilliant in its simplicity, the execution is superb and the music and sound design is bang on. Of all the amazing bits of brilliance, (which you find more every time you watch it), the fact that Larry’s voice muffles every time his mouth rolls over the ground is a stroke of genius.
Deft little touches like that, and everything else from the couple in the Chinese restaurant to the strange shirtless guy with the mullet, make this an incredibly thoughtful piece, and offers rewards to the viewer from start to finish.
And the use of kinetic type in the OOH executions adds a further layer of polish to this brilliant campaign.
It can be either a blessing or a curse sometimes, for an agency to totally imagine a new brand from go to woah, from name, through design, through to execution, but BMEOF have played a blinder.
I hope that it’s working its bum off, as evidence to clients everywhere that the better the work you buy, the better results you get.
I wish that we had more work around like this, and, yes, I wish I had done that.