Ogilvy and Mather has unveiled a radical campaign for the insurance
specialist, Eagle Star.
In the agency’s first work for the client since it retained the pounds 9
million account after an internal review, a series of 13 ‘teaser’ TV
commercials embrace the idea that insurance is boring.
The ads all feature a single image and last for 40 seconds. The
executions include ‘chess’, which shows a game of chess and a hand
lifting a pawn as if to make a move but then replacing it. ‘Car start’
features a rainy windscreen as a car engine repeatedly fails to start.
The third ad, called ‘table football’, is set to an upbeat, jazzy
soundtrack, with the action centring on a table-footballer that doesn’t
even move when a ball rolls past it. In ‘parrot’, the bird simply sits
on its perch.
Midway through each ad, subtitles inform the viewer: ‘This is about as
exciting as home insurance gets, but to find out something that might
interest you call Eagle Star Direct on 0800 333 800.’
In ‘car start’, ‘M25’ and other executions, the words ‘home insurance’
are replaced with ‘car insurance’ in otherwise identical copy.
The TV ads, which were all shot in Blackpool over two days, were written
by Jerry Gallaher and art directed by Clive Yaxley.
The accompanying press work, which concentrates on specific product
features, was written by Adam Denton and art directed by Andy Fairless.
Ted Heath and Paul Angus wrote the radio ads, which take a similar tack
to the TV commercials and feature a French lesson, a jargon-ridden
financial news item and a taxi radio operator trying to persuade one of
his drivers to go to Deptford.
The campaign, which is backed by a pounds 4 million adspend, breaks this
week and will run until November.
Media planning and buying are through the Network.
O&M’s planning director, Mike Teasdale, said: ‘Our research confirmed
that consumers find the gimmicks of most direct insurance advertising
irritating. We wanted to break through the clutter and adopt a down-to-
earth, honest approach.’