Selling seriously through jokes
Insurance ads used to be serious in their approach. They were devoid of even occasional cracks of laughter. Those which dared to leave this grim track were usually frowned upon in the past. Because, business was serious. Selling insurance was a more serious affair. But, somewhere along the way, advertising for insurance services shed their serious face, and began to smile and sometimes, sowed fits of laughter to sell the services. Even not-so-smart cupids were used to promote an insurance company.
Here, this campaign for Pacific Blue health insurance also uses some humor, but it is subtlety and clever placement make the ads look like they mean business. I mean, real business.
The ads, like every insurance ads supposed to do, aims to sow the seeds of fear over possible health hazards and uncertainties in the future. But the unique thing which separates it from other ads is its meticulous art-direction (concept, too). The message, coupled with subtle elements of humor makes us appreciatively glance these ads.
The copy reads- If you fell, you’d have about 2.5 seconds to apply for health insurance.
Once you’re hurt, it’s too late.
Advertising Agency: DDB Canada
Creative Directors: Dean Lee, Cosmo Campbell
Account Manager: Scott Barr
Photographer: Philip Jarmain
Print Producer: Amanda Dring
Via: Pixel pasta