There are many ways to tell a story and Allianz agencies, MercerBell in Australia and 18 Feet & Rising in the UK, both tug hard on heartstrings to tell their brand stories about why cars matter.
MercerBell’s Because it matters still drives its message home, even three months into what must have been a substantial TV media buy. You’ve seen the ad a lot of times too?
Now 18 Feet & Rising is rolling along a similar path, with the first TVC in its (first) campaign for Allianz, Quality Time. (The agency won the account from Grey London in February.)
Neither story is “out there”, zany or new. Both rely on familiarity – the “home truths” of everyday life – for their impact. Quality Time is the story of a dad who works out how to make a connection with his surly teen daughter. The car matters because it is the catalyst, which 18 Feet and Rising has expressed rather exquisitely as, “Every car has a story. We insure yours.”
Nearly every parent has felt the longing to bond with the teen that he or she has “lost” for now.
The overarching campaign is simply called Stories and includes TV, digital and outdoor work.
Nick Dudman, branding marketing manager at Allianz, commented, “The campaign line, “every story is unique, we insure yours,” isn’t just about the technical side of our business, it’s about the emotional side too. We want to show our audience how it feels and what it’s like, because we feel it too.”
Creative credits:
Agency: 18 Feet & Rising
Creatives: Oli O’Neill & Behrad Taherparvar
Production company: Moxie
Director: Errol Morris
