Helmed by creative director Kitti Chaiyaporn, the TV spot centres on the part of buying insurance that consumers too often choose to ignore: the small print.
In the ad, a Mittare salesman visits a couple to whom he pitches a car insurance policy for Mittare’s Real Friend Insurance. The couple glance at the policy and immediately produce the cash.
“Beware, it has small print,” insists the salesman, and asks the couple to read it before paying him. “I trust you,” says the husband, “just take the money.”
But the salesman insists. “Am I your cousin? Bonded by blood?” he asks. “No,” the man replies. “So read it!” demands the salesman. ‘Seriously sincere’ reads the endline, before the Real Friend Insurance logo appears in frame.
“We wanted to portray Mittare as a real friend. A transparent, straightforward insurer which never hides the facts,” said Ron Webb, the CEO of Publicis Thailand and Indochina.
The campaign will run for the rest of the year, and will be supported by print and out-of-home.
“We are targeting people looking for car insurance both to renew and for the first time,” added Webb.
“We are also targeting the general consumer interested in life and other types of insurance.”
Mittare had previously handled advertising inhouse, and Publicis won the account as a result of work it had produced for the Thai Government insurance body GIA, of which Mittare is a member.
Mittare competes in a crowded market known for the creativity of its advertising. Creative Juice/G1’s humorous ‘Cockroach’ campaign for Bangkok Life Assurance last year has since been joined on the airwaves by Y&R’s quirky work for Ayudhya Allianz.
Unlike many agencies in Thailand at present, Publicis reports a busy opening quarter in which all of its accounts are active.
Among them is Panasonic’s Lumix digital cameras range, a US$1 million account it retained last week after a pitch with JWT and Panasonic’s regional AOR Dentsu.
