There are two types of campaigns with which insurance companies and their agencies woo prospective customers. The first reassures people by tugging on heartstrings, the “we help you” or “we live to help you” approach. The second reassures uses humour to reassure, the “nothing to worry about” approach.
The second approach doesn’t trigger its audience’s bullshit reflex.
Fallon London (now part of Leo Burnett) has chosen the second approach for AXA and done very well at adding a splash of difference. The world of insurance advertising is densely populated.
The campaign, Get back to the good stuff, focuses on AXA’s promise to restore things to normal painlessly. It will run in the UK until November 21 across BVOD and digital audio.
The three BVOD executions, Weather Report, Singalong and a 10-second quickie, Ceiling, add hyperbole to relatable situations emphasising the end benefit of getting back to doing what you like doing. They were directed by Missing Link Films’ Florence Winter-Hill.
Marco Distefano, managing director, retail home and motor, AXA UK, explained, “This campaign aims to show, in a light-hearted and relatable way, how insurance protects what matters to people and demonstrates what AXA can do to quickly help customers get back to the good stuff.”
Mark Elwood, executive creative director, Fallon London & Leo Burnett, added, “You’re doing something you love, without a care in the world, that’s usually when life decides to deliver you a curve ball. Luckily for AXA’s customers, there are lots of simple ways they can help you resolve these little issues, faster and easier. Helping you get back to the good stuff.”
The full campaign also includes two radio ads, Bollard, which is a partner tov Singalong, and Smashed it, which features renowned football commentator, Peter Drury, narrating the story of a child kicking a ball through their parent’s kitchen window.
Client: AXA UK
Client Team: Barney Bailey & Sarah Yeates
Advertising Agency: Fallon London
Chief Creative Officer: Chaka Sobhani
Executive Creative Director: Mark Elwood
Creative Director: Graham Lakeland
Copywriter: Steph Ellis
Art Director: Rory Hall
Planner: Ben Felton
Business Lead: Jo Tauscher
Account Management: Rebecca Dickens & Gabby Watts
Producer: Helen Choonpicharn
Production Company: Missing Link Films
Director: Florence Winter-Hill
Editor: Rachel Spann @ Work
Producer: Ben Link
Post-Production Company: Black Kite
Audio Post-Production Company: No8