This was the second TVC in the ‘one minute, the next’ series and my favourite of the lot. The brief was to show an ‘unexpected insurance moment’ in a tongue in cheek and hyperbolic way. Naturally, we went with German astronaut smashing through the ceiling.
After a year of lockdowns, the trans-tasman bubble finally opened. The CEO of Air New Zealand gave us a day to think of a way we could leverage the announcement in tongue in cheek way, playfully stoking the New Zealand/Australian rivalry. I wrote this headline and body copy playing off the insight that we were all starting to get a bit sick of each other after a year of being stuck together in close proximity. This is probably my favourite piece of work I’ve ever done, primarily because of the spirited discussion it started in the Daily Mail comments section.
After Tower was awarded Canstar awards for both car and boat insurance, we decided to announce the news through the creation of another relatable Kiwi character: ‘guy who really, really likes his car and boat’.
Along with ‘Quick Quote’, this was one of the TVCs that helped us bridge the gap between the old campaign and the new one. We were very happy with how it came out, given it was shot entirely remotely during lockdown.
The idea here was to visually combine premium New Zealand nature with decadent flavour cues to appeal to an export market. To create this we shot templates in real locations around the country, digitally built ‘flavour sculptures’ representing each Kapiti flavour, and oversaw the creation of a bespoke music track. Unfortunately, being the copywriter, I didn’t get to go in the helicopter.
In this commercial we wanted to emphasise one thing: just how easy the new Tower online platform is to use. We exaggerated this benefit through the creation of a character who’s whole life ethos is about finding the easiest way to do things.
This was a fun one, the launch of Maxibon in New Zealand. The brief here was essentially “how do we tell people that this is a really big ice cream, position it as a snack rather than a dessert, and market it to young adult men with a crude sense of humour?” — the answer: Maxibon, the 6 Minute Snack.
Life moves so fast that it’s hard to keep up, so it pays to be with an insurer who’s always thinking ahead.
This was the first in the series of the ‘one minute, the next’ ads which were created to support the ‘thinking ahead’ brand platform (now forward thinking).
