Hawaiian insurance firm First Insurance Hawaii aims to compete with mainland insurance giants such as Geico and Allstate with a TV campaign themed around the idea that trouble can still happen in paradise. In this commercial, what looks like an idyllic tropical photoshoot is suddenly interrupted by disaster when the photographer falls into the sea. In another execution, a hiker's blissful trip across the island is similarly ruined
by a boulder falling on his car. Both are accompanied by the tagline "In paradise, bad still happens". The campaign is by local agency MVNP, a DDB affiliate that was apparently Hawaii's first-ever shop, founded in 1946-- the same year the bikini was invented.