BMF & TAL: An Australian story about the unpredictability of life

An unexpected visual technique turns a familiar promise, the value of life insurance, into a memorable campaign for Australian life insurer, TAL. BMF and production company, Finch, present Australian life – as unpredictable as it is beautiful – in a series of still and slow-motion scenes of good days, tough days and those in between.

TAL Chief Customer & Brand Officer Alex Homer, commented, “Whatever Life Holds is also a reflection of TAL’s deep commitment to delivering for our five million customers. Central to that is paying claims and providing support during their most challenging times – whether they are recovering from an injury or illness or after the loss of a loved one.”

Tom Hoskins, creative director, BMF, added, “It’s the unpredictability of life that makes it truly beautiful. There are experiences we can control. Others we can’t. We show these defining moments, that often come and go in an instant, by treating them as beautiful moving portraiture, captured in the unique Australian sunlight that connects us all.”

Whatever Life Holds is the latest evolution in TAL’s brand platform which launched in 2016 with This Australian Life and Scars in 2019. The major campaign, which includes ads cut into 30-, and 15-second versions, will be supported by outdoor and digital. The campaign commercials premiere during the 2023 NAB AFLW Finals Series on Saturday, November 25.

Credits

Client: TAL
Chief Customer & Brand Officer: Alex Homer
General Manager, Brand & Communications: Antony Wilson
Head of Brand: Michelle Singer
Brand Manager: Joline Samawi

Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: Tom Hoskins
Creative: Max Lom-Bor
Head of Art & Design: Lincoln Grice
Designer: Iva Madderom
Chief Strategy Officer: Christina Aventi
Planning Director: Thomasine Burnap
Chief Executive Officer: Stephen McArdle
General Manager: Richard Woods
Group Account Director: Victoria Venardos
Senior Account Manager: Anja Cherry
Head of TV: Jenny Lee-Archer
Art Buyer: Basir Salleh
Retoucher: Christopher Moore
Creative Services Director: Clare Yardley