Leo Burnett Sydney promotes notion of trust, not just cost in new integrated campaign for GIO
GIO and Leo Burnett, Sydney are bringing the notion of trust to light in a new campaign for the iconic Australian insurance brand.
As part of a fully integrated campaign the launch TVC, directed by Plaza’s Paul Middleditch, plays with the idea that most of the things we imagine that could happen in our lives never do but if something does go wrong, GIO is the one we can trust to protect us.
Says executive manager of GIO marketing, Peter Williams: “The campaign reinforces GIO’s profile as a trusted brand in the category and shifts the focus back to what genuine insurance protection buys everyday, not just what it costs.”
Client:
Lisa Harrison – Head of Suncorp General Insurance Marketing
Peter Williams – Executive Manager of GIO Marketing
Kate Barlow – GIO Campaign Advisor
Agency: Leo Burnett, Sydney
Chief Creative Officer: Andy DiLallo
Creative Director: Tim Green
Group Account Director: Paul Everson
Senior Business Director:Tanya Vragalis
Business Manager: Rosie Fiorentino
Copywriter: Mike Felix
Art Director: Matt Swinburne
TV Producer: Rita Gagliardi
Production Company: Plaza Films
Director: Paul Middleditch
Executive Producer: Peter Masterton
Editor: Peter Whitmore (The Editors)
VFX: Cutting edge
Sound Design: Song Zu
Media: Starcom
33 Comments
Will they do one for the carbon tax rocket!!
ripper. i like it
Nice work lads! And ladies!
This connects perfectly with the inherent fear that drives us all to buy insurance. Well done to the creative team and top marks for the execution.. Love the kids rocket that toasts the house.
This must be the most confusing ad on TV right now.
Appalling in every way.
It may well have an interesting insight but unfortunately, Leo Burnett’s Head of Funny has got it wrong again! Yet another dreadful attempt at humour. Even Middleditch couldn’t save this one.
Cliched and old fashioned, very disappointing.
I’ve suggested a similar campaign to client, but based on the idea that if you are insured it doesn’t matter if shit happens.
This shows that visually, but the vo makes no sense. If it will never happen
then insurance is a waste of money.
Does the TV being on not bother anyone else?
Oh, and just to add to my earlier post, it isn’t funny and is horribly directed.
great insight, confusing narrative and poor execution
If everyone involved with this ad went up in flames I think the whole industry would give a collective shrug.
insurance and trust – and we’re saying ‘great insight’.
what? really?
worst ad on tv
I believe this is what they call a long bow.
If you can insure yourself against producing a bad ad, Leos should be alright.
My eyes, they are burning! Exactly what I’d expect from Leo Burnett. And sycophantic office troll comments at the beginning won’t save it neither…
On the plus side, this ad from Leo’s wasn’t shot in the US and isn’t a rip-off of someone elses award winning ideas like Bundaberg and Johnny Walker were.
On the negative side, it’s not very funny, the message is confusing and the acting and directing are terrible.
I like the Allianz jingle
Hey Ann 5.53pm, can you stop commenting if you’re only doing it to get people to click on your name for it to link you to crap ads for ‘Personal Lubricant’. I think what you’re doing is called SPAM in most people’s books.
Yea i agree with everyone. All insurance ads should have some poof singing and dancing to lame song rather than trying to do something a bit different. I find it very funny how many haters there are for everything that gets put up here? What does it really achieve??
I smiled and thought the spot was pretty funny. A welcome change from the other insurance crap we’ve been subjected to. Remember, not everything is about winning awards!
10.55, you ALMOST got the joke dickhead.
Ray Martin, very funny observation.
Entertaining, strategically challenged rubbish.
I watched this with the sound off, and the message comes through loud and clear.
Well done.
Agree it’s a good category insight which expect from a top shop like Leos Sydney. But why should I trust GIO more than say NRMA who are the bloody market leader or AAMI?
Good category insight…check.
Good segment insight…check
Category cues…check
Humour…check
Brand cues…
Point of difference…
Hate it!
Interesting strategy for an insurance company to remind us that most of our fears will never come true.
By interesting, of course I mean retarded.
I love a good trombone shot. Good work.
Walt I’m with you…it’s flawed to the core.
A brand withering on the vine and this campaign ain’t gonna save it.
it’s just kind of stilted, story-boardish and awkward. In fact, it just doesn’t work.
surely this was directed in the 90s
wow. you guys are all really mean.
Reggie is right, looks like it was made twenty years ago.