TBWA’s Axa epic kicks off pounds 8m brand launch

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.

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

Axa.



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

shown.



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.



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