Director Kim Gehrig (Sport England's This Girl Can, John Lewis's "Man in the Moon") returned to her roots down under to direct this insurance ad for TAL, which celebrates the joys of growing up and growing old in Australia.
TAL is Australia's leading insurance brand but has never run a brand campaign in its 140-year history. This one, by BMF, used street casting to aim for "authentic and open" performances, and shows a cross-section of Australians, young and old, taking part in activities from rugby to nightclubbing. Included in this are some older folk enjoying a variety of sports including surfing, fishing and ballroom dancing.
"We found real people who love what they do, and that for me was the heart of TAL. To really try and find that unique and wonderful Australian spirit," said Gehrig in a statement. She added that the campaign was an opportunity to really look at Australia again: "I grew up in Australia and I (very sadly) live in London. To spend time with Australians in their natural habitat, in so many different environments, from the outback, to the surf and the city just to be with people and get a real sense of life in Australia now, was just wonderful."
The TV campaign is supported by outdoor and digital work followed up by integrated, product-focused work, centering on a new innovation that allows consumers to build their own life insurance policies to suit their individual needs.