Matthew Miller
Oct 15, 2014

Cute overload: Insurer sends 5-year-old on myth-busting mission

SINGAPORE - To explain common misconceptions surrounding insurance, MSIG is deploying a formidable weapon: An irresistibly cute 5-year-old who schools his parents about the intricacies of home and travel policies.

Client: MSIG Insurance Singapore

Agency: Leo Burnett Singapore

Market: Singapore

Campaign scope: Series of videos on the brand's YouTube channel (introduction above). Print, outdoor and online support. 

Press release quote: Clarence Chiew, ECD, Leo Burnett Singapore: “If a 5-year-old can explain tricky insurance misconceptions to you, it’s probably going to stick. The other upside of braving it with such a young actor was that it made our message that much more entertaining and shareable, and breaks the monotony of typical insurance advertising. Probably the most challenging thing about producing this campaign was finding a 5-year-old who could actually act!”

Comments: Cute kids are among the oldest tricks in the book, but when the kid's this charismatic, you won't catch us betting against the strategy.


Client: MSIG Insurance Singapore Pte. Ltd.
Brief: To drive consumers’ understanding of insurance and its coverage.
Creative agency: Leo Burnett Singapore
ECD: Clarence Chiew
Art director: Clay Kuok, Linus Chen
Writer: James Scanlon
Planner: Tulika Sahai
Client Servicing: Rebecca Ang, Jason Tan
Media agency: MEC
Media planner: Christine Leobrera
Production house: Freeflow Productions
Director/Photographer: Ros / Charles Chua
Edit House: Freeflow Productions


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