Private View: Witawat Jayapani, chief executive officer of Creative Juice\G1, Thailand

AIA Doesn't really say anything new. There is no major differentiation from other insurance brands, it lacks the push for consumers to switch brands, and does not reflect the essence of the AIA brand - any major insurance company could say the same thing. Although each ad tries to present a gripping point of view, the stories are not involving enough to create real impact. Real-life AIA customer testimonials would be more effective. True, testimonial ads may have been used a zillion times, but they work, especially for a brand in a category in which solid, provable promises are what it's all about.