When I first saw this on TV, it caught me off guard. And it hit home. Very brave, well written, well made. Understated excellence. If creative awards still genuinely award the application of creative ideas and craft to make great advertising (something I do question), then this should walk away with the gongs over whatever obtuse, cinematic opus comes out this year. Hats off to all involved in this.
Excellent work. Caught me off guard too. Why do you need life insurance? that's why. No features no benefits, just pain avoidance.
ReplyDeleteI think we both know it won't win awards though.
Very nicely done. I wish it hadn't been part of the Paul Whitehouse series for Avia though, which, other than this, I find really dull and offputting.
ReplyDeleteReminds me of the Cancer Research Magic Mirror ad from a few years back too.
I thought you were being sarcastic at first. I'm glad I watched that - very good. Agree it's a shame it's Paul Whitehouse but that can be overlooked on this occassion I think, as he's not ballroom dancing or wearing a latex face mask.
ReplyDeleteOk, I can see why you might have thought that at first Claire.
ReplyDeleteFor what it's worth, I think that Mr Whitehouse is very good in it. It would have very easy to play it too straight or too silly, but I think he nailed it.
they did the obviously smart thing. yay for that!
ReplyDeleteI've always secretly liked this campaign, however variable it's been, as it seems a bit of throwback. This and Plymouth Argyle are my favourites.
ReplyDeleteYeah, yeah. But where's my cheese and spanners hamper.
ReplyDeleteAh Gordon, glad you stopped by, can you let us know a good place to send it to? Email us at doubles[at]sellsell.co.uk if you wouldn't mind?
ReplyDeleteI have to say that the wider campaign is one of the worst i have ever seen...really embarassing...but this...really heartfelt and powerful, brilliant and worthy of another elipsis...
ReplyDeleteI don't think men buy life insurance to ensure that, once they're gone, the family can still jet off for two weeks of sun and fun.
ReplyDeleteI think men buy life insurance for two reasons:
1. So when you're gone everyone will agree that you were a good man.
2. So your wife will have enough money to live on so she won't marry some other guy.
Almost certain this was AMV since we had the account before I left recently. The magic mirror was also by them so a repeated theme perhaps? Like the tone but is a miss for me when set against the rest of the campaign.
ReplyDelete