Who knew you could feel good about running a small business? Publicis Conseil’s commercial for AXA has chosen a series of perfect moments, the good and the mishaps, and underscored them with the perfect feel-good song, a remake of I got you, Babe by Swedish singer, musician, and composer, El Perro Del Mar, to make the self-employed feel safe, looked after, and even joyful, about their career choice.

The new commercial grows from the question, “Why should the future be a risk?”, asked by AXA in 2023 when launching its new brand strategy, in which it took an optimistic and strong view that it should do better to bridge the protection gap as being a key actor in making the world safer, fairer and more inclusive for as many people as possible.

This second global campaign addresses the professional vulnerabilities to which the self-employed. The campaign, with its banner, Being self-employed shouldn’t be a risk, celebrates supporting the self-employed in their day-to-day professional struggles and victories, acknowledging them as the driving force behind our global economy and presenting itself as the ally that “has their back”.

Credits:

Client: AXA
Group Head of Communication, Brand & Corporate Responsibility: Ulrike Decoene
Global Brand Director: Virginie Berçot
Global Brand Expert: Ida De Catuelan
Global Brand Project Officer: Emma Oumeddour
Media, Performance & Insights Director: Jêrôme Amouyal
Global Media Manager: Marine Gissy
Media Manager: Antoine Meuret

Creative Agency: Publicis Conseil
CEO & CCO: Marco Venturelli
Global Executive Creative Director: Steve O’Leary
Art Director: Nicolas Denis
Copywriter: Anthony Clouet
Global Client Lead: Marie Wallet
International Group Account Director: Anne Combe
Account Director: Maude Gourrier
Account Executive: Marie Le Lanchon
Deputy Head of Planning: Eva Chapiteau

TV & Digital Producer: Armelle Sudron @ Prodigious
Production House: HENRY
Directors: Hoffman & Metoyer
DOP: Nicolas Karakatsanis
Executive Producer: Jean-Luc Bergeron
Line Producer: Erwan Collas
Production Coordinator: Laetitia Geoffroy, Coline Havard

Print Production & Post
Producer: Armelle Sudron @Prodigious
Photographer: Brian Doben
Photographer Assistant: GAL Harpaz
Photographer Image Bank: Guillaume Nadaud
Retouching: Artifices
Process Manager: Cécile Cuzin

Post-Production House TV: Prodigious
Post Producer: Alexia Besnarous
Editor Director’s Cut: Yann Malcor
Editor Film: Yves Beloniak
Editor Digital: Fred Baudet
Grading Film: Mathieu Caplanne
Grading  Digital: Clément Lefouest
Flame Artist: Sébastien Delecour
After Effect Graphist: Mickael Hernandez (motion), Dominik Hajder (clean)

Sound & Music: Prodigious
Track: I got you babe, Sony & Cher
Cover performed by El Perro Del Mar
Creative Director: Publicis Fran
Sound Producer: Carsten Krueger