Faulds Advertising has taken a humorous tack in its new TV commercial
for the insurance company, General Accident Direct.
The ad, entitled ‘disguise’, explains that some people continually
change their insurance company to hide the fact that they have made a
lot of fraudulent claims.
It begins with an old woman pulling off her face, which turns out to be
a latex mask, to reveal a younger woman, who is finally shown to be an
The voiceover claims that General Accident Direct can make rapid
computer checks on claimants’ insurance histories, ensuring that honest
customers do not subsidise dishonest claimants.
Philip Heelis, the marketing manager at General Accident Direct,
commented: ‘Ninety nine per cent of honest policy holders are
subsidising the 1 per cent of dishonest policy holders.’
The commercial is unusual for the direct-sell insurance sector because
it is not only creative but also the first execution to highlight the
issue of fraud, Helena Ward, the account director of Faulds, explained.
‘In a sector that is not renowned for distinctive branded advertising,
this commercial will further enhance General Accident Direct’s strategy,
which is to stand out from other direct insurers by offering something
different and saying it differently,’ Ward said.
The 30-second ad, which broke last weekend, forms part of an 18-month
campaign that will include a second TV execution later this year and
It was written by Chris Miller at Faulds and art directed by Ruth Lee.