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OUTsurance taps into emotion to make buying insurance worthwhile: #AfricanAdShowcase

OUTsurance’s ‘come with us’ commercial takes an inspired perspective to the grudge purchase that insurance tends to be. In their ad, the brand becomes part of a couple’s life journey from the quintessential boy meets girl, misfortune to the most memorable instances in which having cover works to one’s advantage.

The choice of Paradise Road, by South Africa’s iconic 80s all-female vocal group, Joy, makes the OUTsurance advert even more compelling. The song and the story of the ad, which follows a young couple as they meet for the first in their youth to building a home, draws on the viewer’s own sense of beauty and nostalgia.

The development of the young couple’s relationship is seen over the years and OUTsurance is there with them all the way, with different products for all life stages. The brand very smartly steps away from showing a single product thereby pigeonholing itself, but shows a suite of products on offer.

AGENCY AND TEAM CREDITS

Ad Title: Come With Us

Country: South Africa

Client: OUTsurance

Creative Agency: OUTsurance

Account Director: Carl Louw (CMO)

Executive Creative Director: Bryn Puchert

Copywriter: Bryn Puchert

Art Director: Nicole Binikos

Business Unit Director: Leana Dreyer

TV Production: Bryn Puchert

Media Planners: Tyler Montalto, Annie Breugem

Production Company: Darling

Recording Studio: Stirling Sound

Executive Producer: Lorraine Smit

Music and Sound Design: Lourens Persson

Agency Producer: Fundi Shezi

Director: Chloe Coetsee

Director of Photography: Michael Cleary

Production Art Director: Lauren Wilensky

Editor: Jason Basson

Post Production: The Ludus

Stills Photographer: Jurie Potgieter

If you are an agency or brand with work that’s on TV, please tweet us on @OrnicoMedia and add #AfricanAdShowcase. We’d love to see your latest offering.

Refiloe Molefe

Refiloe Molefe follows all things print at Ornico, which translates into insights and understanding on the impact of news on brands, business, government and society in general. He has a passion for trends in The Fourth Industrial Revolution. Molefe is an advocate for the positive impact of technology in the advancement of humanity.
Follow Refiloe Molefe on Twitter: @Refzology

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