In New Zealand, AA Insurance's latest campaign accepts that for most people, insurance is a boring topic. So, in a new set of humorous ads, it employs stuff that people do care about -- like puppies, grandmas and cake -- to get their attention.
The campaign, by DDB New Zealand, was directed by James Dive at Scoundrel and has some fun touches -- like the puppies going in and out of the shot to mean you either "care" or "don't care."
Shane Bradnick, DDB New Zealand executive creative director, commented in a statement: "AA Insurance really care about their customers and they have the awards that prove it. However, the truth is that people don't think about, let alone care about insurance, until they need it. What they may care about is grannies, puppies or delicious looking pancakes. So, we thought if we put those things in front of a giant logo, and it made people smile, laugh or even hungry, then it may also help them remember that AA Insurance offers home and contents, and to sign up before they actually need insurance."
The campaign's strategy is reminiscent of Geico's, which has successfully found ways to call attention to its insurance brand with its inventive (and often random) use of comedy.