Creative Director - Robert Waddilove
Get: People who work
To: Protect themselves with sick pay insurance
By: Showing how close people can get to running out of luck, in a humourous way
This was Across the Pond's first YouTube TrueView ad that we created, working closely with LV= and Google.
The YouTube advert features a number of incidents where people narrowly avoid accidents and highlights that LV= Sick Pay Insurance would provide policyholders with a regular income if they were unable to work due to sickness or accident.
Like LV=’s Sick Pay insurance product, the YouTube campaign is aimed at those who do not typically seek financial advice and are therefore unlikely to take out a traditional income protection product. LV= recognises the importance of income protection as the cornerstone of most people’s financial planning, and works extensively with advisers to provide support to them in addressing this need. This campaign is designed to increase awareness of the need for income protection in general and a simple alternative for those who choose not to use a financial adviser.
Rather than a dry, tepid, maybe even depressing way to describe what Sick Pay Insurance is for (the clue is in the title), we wanted to turn it on its head and actually create something that entertains first, makes you question what you’re watching and then if it resonates, you might click through to find out more.
A TrueView ad, and the way it’s served in front of a YouTube video you want to watch, can be an unwanted interruption.
So why not instead make it a gift for the viewer?
UPDATE 26/03/18
After recently going through some old files, I came across the original mood film we created for this pitch. They liked the mood film so much they actually said 'Make that the ad'.