Larry introduces IAG’s new insurance brand ROLLiN’ in new work via Bear Meets Eagle On Fire
IAG has partnered with creative studio Bear Meets Eagle On Fire to launch ROLLiN’, a new flexible car insurance brand designed for independent younger customers. The new brand promises not to tie you down, with a more flexible month-to-month offering.
IAG and BMEOF worked together to conceive the brand and creative design – from building the identity to crafting the product communications.
Initiative, IAG’s new media partner, worked on media.
Says Brent Smart, chief marketing officer, IAG: “We see ROLLiN’ as a growth driver for our business. To be able to build a brand from scratch is a real career highlight. To do it with BMEOF founder Micah Walker and his team has made it even more special, this brand is as much his vision as ours. Thanks to everyone who has worked so hard to make this a reality in a very short amount of time, we can’t wait to see Rollin’ out in the world.”
The 60-second launch spot introduces “Larry” an unencumbered, rolling character that freestyles along to the Digital Underground’s 90’s classic “Humpty Dance” as he eases through his neighbourhood. The spot was directed by Andreas Nilsson at Revolver.
As part of ROLLiN’s contemporary graphic identity, Bear Meets Eagle On Fire collaborated with Rotterdam-based typography designers Studio Dumbar. The idea was to communicate the brand’s flexibility by incorporating kinetic movement throughout the type design and out of home campaign.
An ongoing series of animators and 3D artists were also brought in to collaborate on various elements, including the website and social; something the brand will continue to do. The campaign launched on Sunday, 7th November.
Says Micah Walker, founder, BMEOF: “This is a dream project for us — to help name and build a brand from design through to communication just isn’t something you get to do very often. Big thanks to everyone who’s cared hard and put so much into this.”
Visit the website: https://rollininsurance.com.au/
Client: IAG
Chief Marketing Officer: Brent Smart
EM, ROLLiN’ Marketing: Caroline Hugall
EM, ROLLiN’: Brendan Grffith
EM, Content & Customer Engagement: Zara Curtis
Marketing Manager, ROLLiN’: Anna Rallos
Integrated Comms Specialist, ROLLiN’: Jay Patel
Communications Planning Lead: Tom Dodd
Media Specialist: Ashleigh Vogel
Customer and Operations Manager: Hiba Kalache
Digital Marketing Specialist: Amy Gyurasits
1:1 Specialist: Swati Bhardwaj
Search & Performance Specialist: Brett Bennell
Social Media Specialist: Aleksia Dobrich
Principal, Creative and Content Development: Simeon Bartholomew
Creative Studio: Bear Meets Eagle On Fire
Media: Initiative
Managing Director: Sam Geer
Chief Strategy Officer: Chris Colts
Client Advice and Management Director: Ali Bongailas
Partnerships Director: Jessica Scott
Digital Media: Reprise
National Agency Lead: Paula Lopes
National Content Partnership Lead: Evan Porteus
Strategy Director: Clare Gill
Senior Digital Executive: Josh Clayton
Head of Experience: Javier Dominguez
Film Production: Revolver
Director: Andreas Nilsson
Managing Director/ Executive Producer: Michael Ritchie
Executive Producer / Partner: Pip Smart
Producer: Alex Kember
DOP: Lachlan Milne
Production Design: Sherree Phillips
Casting: Citizen Jane
Model Makers: Odd Studio
Model Maker: Adam Johansen
Puppeteer: Damien Martin
Puppeteer: Gavin Kyle
Puppeteer: Luke Brown
Post Production
VFX/Animation: Blockhead VFX
Editor: Alexandre de Franceschi
Colourist: Ben Eagleton
Sound: Rumble Studios
Sound Designer: Tone Aston
Sound EP: Michael Gie
Music Supervision: Anton @ Trailer Media
Type and Motion Design: Studio Dumbar
63 Comments
Dis very good
Currently rolling in my grave.
The simplicity of this is what makes it so good.
And not a patronising voice-over to be heard.
Is the best Australian film this year.
I can’t believe you sold it and made it, but I’m glad you did
I once got busy in a Burger King bathroom.
I can die happy now hearing the Humpty Dance in an ad.
Love it.
Loved it. Simple. Cool. Well executed.
Love it, well done to all!
Cool ad, great brand vibes.
Land on the website and hit ‘Our Product’ – aaaaaaaaaaand we’re back in insurance world.
Larry is fun. I wish Larry’s voice was a little less cool and more colloquial
– still smart, still funny, but not so welded to the prevailing zeitgeist.
But good start.
Easily the best ad of the year. Congrats all.
Pleasantly surprised to hear Digital Underground again. This bangs.
Thank you for the lol of the week.
How do we get more clients and agencies to make work like this? Beautifully crafted to a tee. Love it.
Even moreso than the craftsmanship of the vietnamese brewmasters behind the award winning Rivet at $28.99 a case from ALDI.
This please
Ricky, meet Larry
To all you CMOs who still think people want to listen to your boring self absorbed ads. It takes a great client and great creative people to make something like this that people want to watch. Every. Time. Do more like this.
Very good
Website needs a lot of work to match the promise.
Small typos everywhere, little issues like slow load times – it’s a millennial ad without the millennial experience.
I doubt you’ll be able to move many policies until that part is nailed.
How do the independent younger customers watching this spot know that Rollin is a new car insurance brand with a more flexible month-to-month offering?
when the sound muffled as he rolled over. Favourite ad of the year.
round eric
Be great if it was Australian. Don’t think mum and pops will understand.
What’s it selling?
This is truly great. I love it.
Love it.
And nice typography.
Not sure about this one. Weird for the sake of it and who’s it for?
But I had no idea this was selling car insurance.
Who do you think this brand is for? The art direction is a clear giveaway.
This is how you do it. Simple idea… reminds me of the Traktor era of ads.
Smashed it! Direction, Character animation & VFX & Music…super cool!
Is this a case of creativity above sense? It’s a start-up, but doesn’t even mention the product. Or am I meant to infer that from the US tennis ball rolling down a NY street?
So distinctive and memorable and suuuuper creative. The brand ID stuff and motion graphics on the other hand feel like they were just downloaded from some graphic template library.
This is damn good work.
In a perfect world, every CMO would have the faith in creativity that Brent Smart does.
People calling out that the product isn’t featured. That’s what makes this so good. Most car insurance advertising is problem-solution car prang type stuff, which is a category generic promise. They have chosen to focus the whole ad on their point of difference.
It says “car insurance” on the end frame. That’s all you need.
Props to BMEOF. Love it.
That’s not how ads function.
99% of ads aren’t watched until the end.
Loving this. Fresh.
What is this? Honestly. No idea what its about – but the agency certainly are self loving on here.
One trick pony.
This is really great work. Take note kids.
This Kool Aid tastes delicious!
Go Larry!!!
Congratulations to the suits who sold this in.
I hope this gives the client an ocean of improved awareness that leads to a x10 increase in sales.
Please publish your performance data so we can see how well this level of creative delivers for your media spend and ultimately the business’ bottom line.
My favourite piece of creative in this whole post is the name of the Creative Studio.
NY?
Have you ever stepped outside Bondi? Never been interesting enough to be invited to a late night sash at Ding Dong Dang (RIP)? Realise Sydney has a Chinatown? Ever thought about employing some Art Direction to make the locations a little more appealing to your audience?
Muppet.
You mustn’t have liked Cadbury Gorilla which saw sales go up 10%.
One of the greatest film ads of our time – you wouldn’t like.
This entire business is based on creativity = effectiveness.
If you can’t understand how entertainment, memorability, feeling, = retention, behaviour change, allegiance, then perhaps you’ve forgotten the basics.
Everyone needs to remember that the reason you pay for us weird oddballs is that creativity sells.
And it might be weird and uncomfortable and you might not even understand it.
But please trust us – because it will be effective.
Basics of launching a brand… ensure people know what what category you’re in / what you’re actually selling
Cadbury’s was around for decades and had strong brand awareness / strong branding…
Yes, creativity is an effectiveness multiplier – but it’s commercial creativity, not some pet video project to get some likes from mates
You can employ all the data in the world, and still end up with this year’s Coles Xmas ad.
I smell the foul odour of suits spamming these comments, scratching their heads on why there isn’t a voice over or logo in the first 1.5 seconds because that’s what they learnt in first year uni. All while forgetting that great ads break the rules time and time again, and are the ones that end up being talked about in the school yard or by the coffee machine. Not the box ticking dull wallpaper they all scurry back to and bend over for after commenting on this toxic blog.
Now I’m depressed because this is cooler than anything I will ever do.
Ian rules
Looks great. Love it.
Where are the cars?
Because car insurance. Call me old school.
I’d like a date with Micah’s brain!
Great type by Holland’s finest Studio Dumbar. Love
I’ve done a lot of work for IAG over the decades. Some of it won awards. But this is the best thing I’ve seen by far. Kudos to all involved.
I expected to roll my eyes, but I loved this goofy rolling orange. Well done Adam Johansen (and Damien, Gavin, and Luke), and Andreas Nilsson, and all involved in making Larry so cool.
Loved it. Even more impressive is that it wasn’t (according to the long list of credited suits) written by anyone. I guess scripts just come into the world spontaneously and fully formed. Congrats to all important the suits on making an enjoyable piece of content.
Rollin into all the award shows without question. Congrats to all involved for raising the bar.
Nice but won’t shift the needle, as its art for arts sake, and commercially will not land. Give the product a year before its dead.
Nailed it. If you want to sell insurance, you should probably talk about insurance.
Love it!
Gawd damn, this will be the best practise example I will show every team I work with in the future. Creative, planning, client. This is advertising.
Advertising done for the advertising industry. No mention of the product, or why I would choose to buy it – which I would think would be important when launching a new brand. A couple of things I WOULDN’T do if I was launching a millennial focused, tech-led insurance brand:
– Rely on long TVCs that can’t run anywhere but TV
– Not talk about the product at all in comms
– Have a website that is utterly horrible and takes an eternity to load on a mobile=
Won’t be surprised if this brand tanks.
It’s a vibe. Kids like vibes. Hey, at least it’s not like the Monkey’s latest millennial bashing ad.
You know what I DON’T want to see Billy? is anything you make. I’m already bored.
Bravo for getting studio Dunbar involved. You can see the difference.
Marketing to marketers POV – It’s a great AD to be fair, the bells and whistles – bravo – nice work from the yanks, what are we taking a mill? (that will make the youth feel good – giving work from the home stead to offshore talent)
Remembering the ‘segment’ humans ‘young ones’ that care and actually CARE about sustainability, environmentally, equal world – (shit, backed by IAG – ‘ain’t’ that)
RIP Poncho the sticky taped backend – looking forward to the PNL reporting by an actually finance rep not a PR firm – the spin on this launch outside of creative makes the most unpriv ad man suspicious….
I love that they used the Kris Andrew Small style to sell fear.