Insurance brand AXA is applauding consumers who embrace forward-planning with a ‘Future you will thank you’ campaign, supported by a media partnership with Channel 4.
Developed by Fallon UK, part of Leo Burnett, the ad will be showcased across AV, out-of-home (OOH) and digital, highlighting how taking out insurance now will pay off for consumers in the future.
The 30-second film, produced by Pulse, is narrated by comedian Ivan Battaliero-Owen (Ogmios Zen) and features a character whose future selves celebrate every time he encounters a scenario they are relieved he got insurance for.
Each scenario relates back to AXA UK’s home, car business or health insurance offering, and concludes with future version of the character thanking his current self for taking out insurance.
Running as part of a media partnership with Channel 4 (brokered by Starcom), a series of contextual ads, based on the original ‘Future You will thank you’ concept have also been created, featuring well-known Channel 4 personalities such as George Clarke, Scarlette Douglas and Jason Fox.
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Channel 4 customer and commercial leader Angus Mitchell described the collaboration as a “great example of how to complement a new creative by utilising our talent to create bespoke C4 versions, placing them contextually, to help to drive a deeper connection with our audiences.”
The first of these adverts will air during the Channel 4 programme George Clarke’s Old House, New Home on Wednesday 23 August.
“We used every tool in our arsenal to cut through in a competitive category by sweating our brand cues,” said AXA UK brand and sponsorship director Barney Bailey.
“from a creative idea that has a pure product and consumer insight at its heart to a production technique that delivers standout and a media strategy that extends the idea beyond the traditional formats.”
Fallon UK creative director, Graham Lakeland, added: “We wanted to create a fun creative platform for AXA UK that punches above its weight and makes you smile.”
