Ad Nut
Feb 11, 2019

Insurance company approves of rewriting the rules

A new AXA brand campaign cultivates a notion of rebellion against societal expectations, but fails to bring the brand itself into that story.

AXA Insurance today is launching a brand campaign in Singapore, which urges people to 'Rewrite the rules'. The company says the work reflects its "global transformation from being a claims payer to being an encouraging partner to its customers".

The campaign will run on digital, social and out-of-home platforms. The brand did not share what agency or agencies it worked with.*

As something of a rebel, Ad Nut agrees with the sentiments expressed in the 60-second spot above. Of course boys can play with dolls if they want to, of course failing to get straight As is far from the end of the world, and of course you can quit a job to do something risky. However, it's odd that although the work is full of advice for the target audience, it's mute about what part AXA plays in all of that daring non-conformity.

For a brand that admits it is seen as a simple claims payer, but wants to be more of a life-partner, Ad Nut doesn't think it's enough to just say, "you should rewrite the rules". Ok, but what rules is the brand going to rewrite to help? And more importantly, why is it's way of helping better than that of all the other insurers who also want to be helpful partners to their daring, success-seeking customers?

The brand says it recognises that "the notions of a good life in Singapore are evolving". That's true, and reflecting it is a good start for AXA. The brand reports that upcoming followup videos will take a more in-depth look into each storyline featured in the brand film. Ad Nut will be interested to see whether this spot is simply an opening statement, or the sum total of what the brand has to say. 

* Ad Nut is with Campaign US editor Lindsay Stein on this one: Brands should give their agencies credit from the get-go.

Ad 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. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

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