This Australian Insurance Ad Celebrates Growing Old Down Under

Kim Gehrig Directs Real Life, Street-Cast Aussies

Published On
Jul 25, 2016

Editor's Pick

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.

Credits

Date
Jul 25, 2016
Agency:
BMF
Brand:
TAL
Client:
TAL
Executive Creative Director:
Cam Blackley
Creative Director:
Alex Derwin
Art Director:
Dave Ladd
Art Director:
Nicole Hetherington
Copywriter:
Dave Ladd
Copywriter:
Simon Fowler
Designer:
Dave Ladd
Designer:
Lincoln Grice
Executive Planning Director:
Christina Aventi
Group Director, Strategy:
David Warren
Managing Director:
Stephen McArdle
Group Account Director:
Danielle Richards
Group Account Director:
Emma McJury
Senior Account Director:
Aisling Colley
Account Manager:
Kimberly Ngo
Agency Producer:
Jenny Lee-Archer
Director:
Kim Gehrig
Production Company Managing Director:
Michael Ritchie
Executive Producer:
Michael Ritchie
Production Company Producer:
Pip Smart
Production Company Producer:
Serena Paull
Post Production:
Framestore
Post Production:
The Editors
Editor:
Tom Lindsay
Editing:
Trim Editing
Music and Sound:
Chandelier
Sound and Music:
Furler and Shatkin
Music Artist:
The Vitamin String Quartet
Music Artist:
Level 2 Music
Music:
Rumble Studios
Director, Photography:
Ryley Brown
Photographer:
Ali Nasseri
Creative Services Director:
Clare Yardley
Digital Producer:
Laurence Pogue
Art Buyer:
Basir Salleh
Print Producer:
Karen Liddle
Print Producer:
Jane Winnick
Chief Customer and Innovation Officer:
Fiona MacGregor
General Manager, Brand:
Antony Wilson
Marketing Communications, Digital and Social:
Antony Wilson
Senior Brand Strategist:
Cheryl Pearl
Campaign Manager:
Camille Heiss
Head of Digital and CRM Strategy:
Irina Hayward

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Project Type
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