M&C gets the better it wanted

As I type, “a woman’s touch identifies Melanie Bridge’s work,” I am bracing for a barrage of hate mail – probably from The Sweet Shop director and managing partner herself. Women tend to go all out for an androgynous look to get ahead in adland. But I want to applaud Bridges for the feature that makes her directorial work stand out – the striking and stylish beauty of the single frame images she captures. They ignite desire. That’s beauty’s job in lfe.

It’s also the job of advertising.

And when you’re talking about a TVC called, “We All Want Better,” if you can’t ignite desire you haven’t done your job.

Surprise?! Bridge began her career as a photographer whose special thing was fashion. Her eye for design, art direction and chic hasn’t been extinguished by fifteen years as an advertising director. If anything, she has finessed all three. Integrating them into ads for Starhub, MBF, Nature’s Own…and now NRMA – gives brands in cluttered markets a whole lotta oomph…

…Which is exactly what M&C needed to live up to the kudos Anthony Justice, head of marketing for NRMA Insurance, SGIC and SGIO gave the agency when he appointed them, “We selected M&C Saatchi on the strength of their strategic thinking and creative ideas regarding our direct insurance brands. The team at M&C Saatchi illustrated they have the capability to partner with us in developing and implementing a highly creative approach that strengthens the core positioning of our brands.”

Insurance NRMADE Better is primarily a television campaign, running in Sydney, Brisbane and Canberra. It is being supported by radio, outdoor, cinema, social and digital display.