Ogilvy & Mather has switched to wry humour for its latest campaign
for Eagle Star insurance, which aims to home in on young professionals
with three new commercials breaking this Friday.
Each 30-second execution highlights an unusual feature of Eagle Star’s
home or motor insurance.
The first features a family returning from holiday to find they have
lost their front door keys. While the husband frantically searches the
luggage, his wife tells a neighbour that there isn’t a problem. She has
already called Eagle Star because their insurance includes provision for
sending out a locksmith if keys are lost, and they will not have to wait
long for help.
However, viewers get the distinct impression she will not tell her
husband this because she is enjoying his discomfort too much.
A second commercial opens on an executive who returns home soaking wet,
to tell his wife proudly that, although he had a puncture, he managed to
change the tyre all by himself. ’But we’re insured,’ she exclaims.
He looks puzzled, so she goes on to explain that Eagle Star sends
someone out to change the wheel for you if you have a puncture.
’I told you - didn’t I?’ she asks, seeking confirmation from his
Finding none, she senses trouble ahead. ’Oh,’ she says.
A third execution in the pounds 2 million campaign features a man
working in his study as his son enters to remind him sheepishly of an
earlier offer to let him use the car to take his girlfriend to Paris. As
the son tentatively raises the issue of insurance, his dad barks: ’Just
go.’ Far from giving his boy the brush-off, however, he is merely
agreeing to the plan. You can ’just go’ because Eagle Star offers 90
days’ cover in France.
Written and art directed by Patrick Collister, the ads were directed by
Simon Cheek through Spirit Films. Media was bought and planned through
MindShare and includes radio work to support the campaign.