A bird-loving girl warms her grumpy grandpa's heart in Axa insurance ad

Emotive spot for Swiss and Irish markets shows how brand helps you focus on what matters most

Published On
Jan 06, 2022

Editor's Pick

Insurance advertising tends to fall into two categories—either ramming home a message about price, or focusing on peace of mind. A new film from Axa tends towards the latter, but it does it in an unusual way with some beautiful and emotive storytelling.

Created by French agency Publicis Conseil, the almost four-minute film focuses on the relationship between a widowed grandfather and his granddaughter. The girl's mother takes her round to her father initially because the nanny is sick; he looks reluctant and not sure what to do with her. 

However, the girl picks up on the fact that her grandparents were keen birdwatchers, and starts to get into the hobby too. At first she knows nothing about it, and the grumpy grandfather is pretty hard on her, telling her she's getting things wrong and criticizing her drawings of birds. But gradually they start to bond over the activity, going on field trips together with his beloved telescope. 

If you're wondering what all this has to do with insurance, well it doesn't, until the very end, when something unexpected happens during one of their outings. We won't spoil it, but suffice to say that the point of the ad (according to Axa) is to remind us that "it's often during difficult times that we realize that some things are more important than others."

The ad was directed by Australian director Sean Meehan via Superette, and it will be running in Switzerland and Ireland. The music is an original composition by British composer/orchestrator Sam Thompson ("Sex Education," "Rocketman"), in collaboration with Christophe Caurret at Prodigous.


Jan 06, 2022
Client :
Agency :
Publicis Conseil
Group Chief Communications, Brand & Sustainability Officer: :
Ulrike Decoene
Global Brand Director :
Virginie Berçot
Global Head of Brand Design & Experience :
Susana Lopez
Strategic Brand Partner Europe :
Marta Grech
Marketing Campaign Specialist :
Kerry-Lee McLaughlin
Marketing Manager :
Kieran McCullagh
Customer & Marketing Director :
Antoinette McDonald
Head Marketing Communication :
Antonia Lepore
Head Brand and Advertising :
Claudia Suter
Advertising Manager :
Manuela Kohler
President in Charge of Creation :
Marco Venturelli
Global Creative Director :
Steve O’Leary
Copywriter :
Marc Rosier
Art Director :
Jean Marc Tramoni
Assistant AD :
Constance Prodhomme
Traffic Manager :
Géraldine Delhomme
Strategic Planner :
Antoine Collignon
Process Manager :
Cécile Cuzin
Global Client Lead :
Patrick Leclercq
Group Account Director :
Olivia Rajabaly
Account Manager :
Maude Gourrier
Account Executive :
Jean-Baptiste de Rodellec
Account Executive Assistant :
Amandine Bouchand
Art Director Assistant :
Constance Prodhomme
Agency Production :
Agency Producer :
Armelle Sudron
Agency Producer :
Sophie Bouyer
Production House :
Director :
Sean Meehan
Producer :
Frederika Mathivet
Line Producer :
Karine D’hont
Production Coordinator :
Marthe Heitner
Director of Photography :
Sean Meehan
Post Production Company :
Post-Producer / edit :
Pauline Marie-Louise
Editor :
Olivier Gajan
Assistant Editor :
Julie Gaufreteau
Post Production House :
Post Producer :
Sophie Garel
Colorist :
Eric Whipp
Colorist :
Alterego post
Colorist :
Mathieu Caplanne
Flame Artist :
Sebastien Delecourt
After Effects :
Julien Barthelemy
Music/Sound Design :
Christophe Caurret
Music/Sound Design :
Boris Nicou
Music/Sound Design :
Carsten Kruger
Music/Sound Design :
Composer :
Sam Thompson
Sound Engineer :
Laurent Lavaud
Photographer KV :
Sean Meehan
Photo Editor :
Adrien Benard
Photographer Image Bank :
Guillaume Nadaud
Photo Editor Image Bank :
Guillaume Nadaud

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