Allianz Australia launches new brand promise ‘Care you can count on’ via Howatson+Company ~ campaign film directed by FINCH’s Michael Gracey
Allianz Australia has unveiled its new brand positioning, centered around ’Care You Can Count On’. This brand promise expresses Allianz’s unwavering commitment to providing Australians with clarity, confidence and care throughout the insurance journey.
Developed in collaboration with creative partner Howatson+Company, the new brand promise and accompanying multi-channel marketing campaign is aimed at capturing the feeling that comes from an insurer that acts with confidence and care at every stage.
Launching with a hero TVC directed by Finch’s Michael Gracey (known for award-winning movies like Better Man and The Greatest Showman) and set to Avril Lavigne’s I’m With You, the story follows a mother finch on a stormy quest to protect her egg — a metaphor for the storms and uncertainties in life. Just as you think the finch can’t go on any longer, a soaring eagle glides in to support it, guiding her to her new home safely. It’s a cinematic embodiment of Allianz’s unique culture of care.
The TVC was shot in Australia and brought to life with world-class CGI from visual effects studio ALT VFX. It is supported by creative executions across cinema, YouTube, outdoor, digital and social. Media planning and buying was handled by Allianz’s media partner, Wavemaker.
‘The Flight of the Finch’ is a bold new direction in how we communicate the essence of Allianz” says Laura Halbert, General Manager, Customer Strategy and Marketing. “It moves beyond product attributes to celebrate the emotional reassurance and confidence you feel when you have genuine care you can count on.”
‘Care you can count on’ is brought to life in a number of ways including customer interactions, partnerships, community engagement, advocacy and education initiatives. For example, the recently launched Allianz Blue Eagle initiative which was designed through gaining insights from customers around how home care was important to them. The initiative aims to provide homeowners with the knowledge and tools they need to take important steps in maintaining their homes.
Says Gavin Chimes, Chief Creative Officer, Howatson+Company: “Care isn’t some slogan on a wall at Allianz. It’s baked into the company and informs everything they do. So, we didn’t just want to talk about care, we wanted people to feel it. With a bit of guts, magic and Avril Lavigne, we used storytelling to lift the brand into fresh space in the insurance category. Proudly helping Allianz shape a brand platform that feels as distinctive as the way they do business.”
Client: Allianz Australia
CMO, General Manager, Customer Strategy and Marketing: Laura Halbert
Head of Brand & Sponsorships: Gemma Cadwallader
Head of Strategy, Research & Design: Simon Edwards
Senior Manager Brand: Rebekah Eltringham
Agency: Howatson+Company
CEO: Chris Howatson
Group Managing Director: Renee Hyde
Chief Creative Officer: Gavin Chimes
Creative Director: Jared Wicker
Senior Creative Team: Zak Hawkins & Jack Close
Senior Creative: Megan Egan
Group Business Director: Liz Stephens
Business Director: Georgia Price/Lucy Stock
Senior Producer: Caitlin Perz
Design Director: Reece Lawson
Studio Lead: Simon Merrifield
Retouching: Chris Hall
Agency: Wavemaker
Head of Strategy, Sydney: Marco Del Castillo
Client Partner: Laura Brady
Implementation & Activation Director: Isabella White
Production Company: FINCH
Director: Michael Gracey
Executive Producer: Loren Bradley
Producer: Vivienne Jaspers
Director of Photography: Jeremy Rouse
Editorial: The Editors
Editor: Patrick Correll
VFX & Post Production: ALT VFX
VFX Supervisor: Col Renshaw
VFX Senior Producer: Celeste Fairlie
Sound: Mosaic Sound & Music
Head of Creative: Adam Moses
EP: William Doig
Sound Engineer: Michael Thomas
Music Supervision: Anton Trailer, Trailer Media
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34 Comments
This add is not very realistic and not selling the idea of protection , I believe that smaller birds and their eggs are preyed upon by larger birds. Feels like there is no creativity in advertising anymore, enjoy getting paid for poor quality work.
With great respect, ARE YOU SERIOUS? If that advertisement doesn’t stir you on the inside, I feel extremely sorry for you. How aweful it must be to see everything in such a negative way. I believe the ad is trying to show. no matter how hard it is, we have your back.(Allianz) The Eagle is taking the little mother to a safe roost, out of the storm. You can almost see the Eagle smile when he does take her and her egg to their new home. safety..In my opinion-It’s a brilliant piece of advertising and with all the other comments I know I’m not the only one.
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Couldn’t agree more with you Erica Roberts Wood! Well said! Such a moving & beautiful ad, it just about brings tears to my eyes thinking about that mother finch & her doing everything to protect her little egg & showing there’s always help & hope when you least expect it. 🐦🥚My whole family absolutely love it! 💕.
I absolutely love this ad. It is so well put together and feel good. Such a long time since an ad resonated like this with me.
This is what tv ads used to be like Not the garbage we usually see today
This is award winning! I used to be an owner of Newcastle’s largest ad agency now retired.
I just love your advertisement. Best ad ever seen, it’s breathtaking. Go Alliance!
I’m not quite sure what sort of finch it is?
Absolutely outstanding commercial and very well thought about.
This is such a moving ad and the connection and care is so deeply thought out. Can’t stop watching it. Very moving Alliance Group!
Just saw the new advertisement & I loved it. It brought me to tears & even though I knew it was CGI I was rooting for the finch until the eagle flew in. Wouldn’t it be nice if mankind cared for its fellow animal residents in the way this ad was promoting…
What a fantastic ad. The only ad I have ever recorded, to watch, when I need to feel good.
Well done to all involved.
Best advert I’ve ever seen along with the humane society for animals ad too. Really , really well done Allianz.
Wish all adverts were like that !
Absolutely one of the BEST I’ve ever seen!!! Honestly. Nice to watch something engaging with a message. Well done!
😊
Great ad. You nailed it. Choice of song is also spot on.
I love the new advert, Allianz. Well done. Makes me smile.
Great ad, entertaining, beautifully created. Graphics astounding. Hopefully the Allianz message is successful – the ad certainly deserves it! Well done!!!
Love the new ad. I find it very moving and love the music.
Amazing advertisement. In this age of inward mentally finding a empathic human who can create such language is appreciated. Gives hope the world has promise.
A really beautiful ad, so different from the irritating run of the mill ad that causes you to put tv on mute and avoid the product completely.
I think your ad can be interpreted ‘No matter how small you are or your nest egg is … there is a greater power watching over you … there to care.
Thank you 👍
Absolutely love this advert. Who sings it as she has an amazing voice!
Sometimes and very rarely an ad comes along that contributes to all the viewer senses.
Takes something exceptional to impress this writer.
Notice family lock in to conclusion as to who the content business is.
A superior quality ad/story and winner all round.
Impressive stuff.
Love this new ad on t.v., that’s how lives should be. Great work.
This ad made me ugly cry and I can’t stop watching it…thanks so much!😂
Absolutely love this ad! Its the best heart warming ad i have ever seen in my 62 yrs!
Beautiful and congratulations to the team that came up with it.
Well done guys!
😊😊
Love this new ad, grabs my attention every time it comes on. Definitely wholesome and engaging. A real step up from all the annoying content currently on TV.
This ad is the best I’ve ever seen. It made me cry. It’s beautiful, heartfelt and it caught my attention. A huge change from ads with yelling, stupidity, gambling and requiring a mute button. Thank you so much for making me smile and for bringing warmth to my heart. So wonderful!
The ad is just so “lump in the throat” viewing!
Just love this ad, it’s my favourite ever and I even remember the sponsor is Allianz!
Loved it ! Hit the spot.
Absolutely love this ad, it really tugged at my heart strings in the beginning and breathed a sigh of relief with the safe relocation of the egg. Awesome.
Our son has worked in Advertising for many years in Singapore and won many awards for his music behind the ads particularly the Jewel at Changi Airport and we believe the detail and story of this Allianz Ad is fantastically detailed and certainly does give a lump in the throat for its detail and outcome of the care given to the finch.
I am a marketing and communications professional and I have to say, this is one of the best ads I have seen – ever! I don’t personally care how it was made and if the birds are realistic or what kind of birds they are etc……I think that people that focus on these things are missing the point and the beauty of it.
I think it should be submitted for an Award! Simply brilliant and it is actually making me consider to buy Allianz insurance now because if Allianz puts this much heart and taste into their advertising, I’d gladly trust them as my insurance company.
This is an absolutely beautiful ad. Nothing else comes close. It brings me to tears every time I see it. Well done!
I would just like to say, I love this ad, it stirs me to tears. Well done. In this cold world, it’s nice to see an ad like this. Well done. FYI it’s the first time I have ever made a comment on an ad.