NRMADE Better’s squatter possums are still the funniest of M&C’s bunch. But the bloke who offers to help when your car breaks down then nicks off with it (you think) comes very close. They’re both the kind of stories that become urban myths: “My mate knows this bloke who left his window open…” Because people like to hear them – and tell them. Linking “world’s funniest” stories to NRMA insurance is very clever.

“Things always seem better when you’re smiling, especially car insurance when you have the level of cover NRMA Insurance offers. So our aim was to deliver the new NRMA Insurance attitude of ‘Better’ with a smile,”

 explained M&C Saatchi executive creative director, Ben Welsh.

How better to deliver the message, “Anyone can drive your car” and you’re still insured, than with this:

Less ‘everyone loves a sitcom’ but amped up by cute kid appeal is Allianz’ dinosaur ad. Selling life insurance is tricky. And most advertising does a horrible job.

Ogilvy Melbourne did a great job. And “There’s nothing you wouldn’t do for your family” Tween Scream is, in fact, back on air. Which puts the pressure on Allianz.

But MercerBell has also detoured from the dire talking head or deeply empathetic voiceover. And it, too, hits parents where they’re vulnerable – in their kids, and with the hug of we get you humour.

The full campaign consists of a 30 second and a 15 second TVC, plus online and print.

David Bell, executive creative director at MercerBell, noted, “Life Insurance can be a tricky, awkward topic to broach, let alone sell. The team has created something out of the ordinary with a really fresh way to get around the sensitivities this subject can bring.”

Dominic Brandon, head of brand and marketing at Allianz Australia added, “This is a new direction for our Life Insurance advertising. It was an idea we loved from the outset. The insight and humour was a great way to connect our brand with the real need for trusted, reliable life insurance.”

Creative credits:

Agency: MercerBell

Executive creative director: David Bell

Senior copywriter: Rob McEvoy

Senior Art Director: Paul ‘Critchpiece’ Critchley

Agency producer: Baz Milas

Director: Dave Wood

Production company: Plaza Films

Producer: Lee Thomson

Post production: White Chocolate

Sound: SongZu