The TVC highlights the various ways animals and people take care and nurture their young to underline the value of life insurance for families.
Scenes of a mother bringing a sick child for treatment, a father keeping his child warm and a parent helping its offspring cross the road are mirrored in gestures of animals, including a lioness playing with its offspring and a monkey with its arms wrapped around its young.
J. Walter Thompson Hong Kong created the 'Protection' campaign, which broke early this month on the Chinese-language channels. The agency's chief executive officer Desmond So said: "We showed that all animals want to protect their young and we applied this to the real world."
JWT general manager Edgar Yang added that the campaign zeroed in on the protection angle to differentiate BEA's offer from rival brands, which generally marketed life insurance as an investment tool.
Yang said the idea of protecting one's family was in line with the traditional Chinese concept of love and the need to demonstrate it in a more tangible manner. He contrasted this with the hugs and kisses of Western families to show affection.
The campaign, which broke at Media's press-time, is currently running as a 60-second spot. It will be replaced shortly by a 30-second spot for the duration of the intial three-week burst.