It would be grossly unfair to extol the virtues of DDB Sydney’s Help campaign for Westpac without giving kudos to a similar campaign by TBWA\Chiat\Day in the other half of the earth for insurance brand, Travelers.

Like DDB’s second commercial, this campaign tells the histories of small family run businesses. There are heartbreaking moments. In TBWA\Chiat\Day commercials, these are pivotal points in the stories – because that underlines the point of insurance. Both campaigns rely on bucket-loads of emotion to create a bond of trust with the brand and underline people’s need for the brand’s services.

Both do that job inordinately well. Idealising family relationships is a way into every human’s heart.

TBWA\Chiat\Day’s Stories of Care campaign is a series of four little films. The strongest is Legacy, the story of a hardware owner and his daughter, like DDB Sydney’s, Baker of Beirut. In each case, the emotion is created by a parent-child relationship that develops and changes as the years go on. The insurance company plays the role of hero when disaster strikes, and facilitator – enabling that relationship to continue to grow and evolve.

https://youtu.be/xGE5yDDop88

Both campaigns stand out against their competitors’ ideas with their emotive personal stories – yes, admittedly, in the classic style that McDonald’s mastered years before them, and French agency, Romance, perfected for Intermarché.

https://youtu.be/ByAEldRY2Ao

The films were directed by Lance Acord and produced by Park Pictures.

https://youtu.be/m9PCN810RkY