O&M’s Eagle Star ads switch to wry humour

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.

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

eyes.



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.



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