Protection insurers should advertise more on TV. We are always being told this. Tom Baigrie even ran a campaign a few years ago to convince the industry to stump up a few million quid to start a generic campaign. That didn’t lead to anything though Aviva have since run the very successful and in my opinion excellent emotional, “Ghost of Dad” campaign with Paul Whitehouse.
I have always been a little dubious as to the value of TV advertising especially in the digital age when people can fast forward through commercial breaks. I do acknowledge however that they build brand awareness such as the extremely annoying and now nuked “Go Compare Opera Singer”. But the fact remains that producing a “film” is the smallest cost in a TV campaign. The vast cost is the time slot during the break in Coronation Street. But TV isn’t the only way to deliver a great film idea which is why I am very keen on looking at social media as a means of distribution instead.
This got me thinking. What are the best financial services TV adverts of all time and why did they work? Here are four examples and why I think they hit the spot. <Click to tweet this.
Prudential – Enjoying the Garden
This used humour as the anchor.
Aviva Life Assurance
Emotion was obviously the focus here.
Allied Dunbar – Grim Reaper
This is edgy and slightly scary.
Standard Life Baby
How cute is that?