Instead of the traditional ads, the company has initiated the new campaign, created by The Works, using humour to get people thinking about insurance in a different way.
The two TV spots will run nationally on TV and online.
The Income Protection spot (above) borrowed funny home videos featuring those embarrassing moments, to remind people to have their income protected for any possible accidents.
In the Life Insurance spot, Mike Gamms, a stand-up comedian, failed to get a laugh with his boring jokes and figuratively died on stage. Through his tragic ‘performance’ on YouTube, Virgin Money wanted to deliver a message that the brand provides life insurance for all types of people.
“Any thought about the prospect of sickness, injury or death in a family is not a pleasant one. Insurance providers often play to this, using fear or guilt to get people thinking about life insurance,” said Danielle Williams, general manager of marketing at Virgin Money. “We prefer to take a more positive approach, hoping to give people a smile and a more light-hearted reason to have the important conversation about protecting their families.”
Client Virgin Money
General manager of marketing Danielle Williams
Marketing manager Stephanie Pierce
Agency The Works
Creative partner Kevin Macmillan
Creative lead Nathan Bilton
Art director Leighton Edridge
Copywriter Kiriana Wheaton
Content producer Tristan Drummond
Creative project lead Leigh Bigelow
Creative project manager Cat Heaphy
Music ‘Leaves’ by Cheers Elephant
Footage Accident clips courtesy of Vin Di Bona Productions and Home Video Licensing and ‘Stand-up’ footage from Mike Gamms