NEWS: General Accident ad targets illegal claims

Faulds Advertising has taken a humorous tack in its new TV commercial for the insurance company, General Accident Direct.

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

unshaven man.



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

press work.



It was written by Chris Miller at Faulds and art directed by Ruth Lee.



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