Ad Nut
May 16, 2017

Income shines the spotlight on what women want, for a change

Singapore insurer Income's 'Times have changed' campaign looks into the evolving insurance needs of modern women.

As much as Ad Nut would like to ignore it, many human friends still adhere to set gender roles. Little boys and girls are constantly being told to do this and not that, and such nonsense continues into adulthood.

The storyline for Singapore co-op insurance Income's 'Times have changed' campaign, for its Lady 360 product, tells the tale of a woman living with gender-based expectations, albeit not resisting them; in the end she fulfills the societal expectations that a woman's primary role is first and foremost as a mother. 

Although Ad Nut loves the whimsical tune of the soundtrack, it would be nice to see a video that's supposedly addressing gender stereotypes for women feature, say, a single woman. After all, such women face multiple challenges, such as being the sole breadwinner and the primary caregiver for their ageing parents.

Ad Nut supposes that any progess is good progress. 

The campaign is by BBH Singapore, which also did this earlier, award-winning campaign featuring a female protagonist.

Ad NutAd Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. Check out Ad Nut's Advertising Hall of Fame.

 

Related Articles

Just Published

1 day ago

Dentsu organic revenue declines 2.4% in 'encouraging...

Organic revenue fell 0.9% in Japan and 3.5% internationally in the first quarter, but overall underlying profit grew 20.8% as margins improved.

2 days ago

Singed by antitrust fine, Alibaba posts first ...

The tech giant posted an operating loss of RMB 7.6 billion ($1.1 billion) due to a RMB 18.2 billion ($2.78 billion) fine levied by China’s market regulator.

2 days ago

Thai mom-and-pop shops get a free geo-targeted boost

With help from Dutchmill Group and Wunderman Thompson, more than 200 micro retailers are starring in their very own ads and enjoying higher revenue. This delightful initiative has made Ad Nut's week.

2 days ago

Campaign Crash Course: Tips for marketers to tap ...

As marketers look for more effective ways to target consumers, gaming is rapidly emerging as a great way to catch their attention. Here's how marketers can tap this opportunity.