TBWA Simons Palmer launches an pounds 8 million branding campaign
for Axa this week - the insurance giant’s first work since its merger
last year with UAP, the owner of Sun Life in the UK.
The epic commercial was shot in Cape Town, South Africa, using a series
of vig-nettes that build on the theme of trust to demonstrate the
campaign’s message that 35 million people worldwide put their faith in
Michael Wall, a board account director at TBWA, said: ’Axa is one of the
largest insurers in the world, but few people know what it is, what
sector it operates in or wheth-er it is any good. The new campaign
demonstrates that Axa is a serious and trustworthy company that is not
stuck in the corporate world.’
Images in the 90-second commercial, which vary from the mundane to the
majestic, are introduced with the words: ’Every day we put our faith in
something or someone to safeguard our future.’
A father is seen blowing up a pair of armbands ready for his daughter to
enjoy a swim; a girl on a revolving disc looks on trustingly as a
knife-thrower hurls blades in her direction; a doctor inoculates a small
child; a bodyguard puts on a bullet-proof vest and is later seen
protecting his client. Cutdowns of 60, 40 and 20 seconds will also be
Vaughan Arnell directed the spot through Godman. It was art directed by
Chris Hodgkiss and written by Pip Bishop, with media buying by BMP
Solutions in Media.
Axa claims to be the world’s largest global insurer, with over dollars
500 billion under asset management. Axa Equity & Law and Sun Life
announced plans for their pounds 690 million merger in July 1997, and
considered rebranding at the time. The new company has since decided to
stick with the Axa name.
Single and double-page ads, shot by Adam Hinton on location in Cape Town
during the commercial shoot, will appear in the weekend press.
TBWA, the incumbent on the Axa business at the time of the merger, beat
six other agencies, including Young & Rubicam and HHCL Brass-erie, to
retain the merged account last August.
The first burst of activity runs until May, with a second wave planned
for the autumn.