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.

 

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