GIO launches new spot for new platinum car insurance product via Ogilvy, Sydney
GIO Personal Insurance has launched the latest creative campaign for its new platinum car insurance product via Ogilvy Sydney.
The new campaign, aired for the first time last night (Sunday, September 16).
Under the direction of renowned US director Paul Goldman, the campaign aims to raise awareness and drive sales of GIO’s exclusive platinum car insurance product, the only car insurance offering new car replacement, for life.
Says Andrew Baxter, CEO Ogilvy Australia: “We were delighted to be appointed to create this campaign for GIO. GIO is a brand with a strong reputation for insurance product innovation, and through this project we’ve undertaken for GIO we will continue to build on this enviable reputation.”
Says Leigh Bignell, executive business director, Ogilvy & Mather: “The brief was simply to raise awareness of GIO’s unique Platinum Car Insurance product that offers better protection for new cars. The creative idea evolved from GIO’s knowledge that Australians have a deep love for their cars. Cars are quite honestly considered to be a part of the family, and if damaged owners experience a great sense of loss.
“Ogilvy turned that emotional connection into a compelling message across all executions including TV, press, outdoor, radio and digital.”
Says said Peter Williams, executive manager, marketing, GIO Personal Insurance: “The campaign will undoubtedly resonate with the target audience by appealing to a car owner’s emotive side. A new car is one of life’s great joys. GIO Platinum reassures car owners that if their new car is written off or stolen it will be replaced with a brand new one, regardless of whether the car is two or twenty years old. No other insurer can match that level of protection.”
Executive Creative Director: Brett Howlett
Producer: Lisa Ristuccia
Account Management: Leigh Bignell, Jed McMillan
Client credits:
Lisa Harrison – Head of Suncorp Personal Insurance Marketing
Peter Williams – Executive Manager GIO Marketing
Kate Barlow – GIO Marketing Advisor
21 Comments
Yes, because no Director in Australia could have made that.
What happened to Leo Burnett ? Has Ogilvy taken over ?
Buh-bye Leos
if it’s a trust thing, can one assume they no longer trust leo’s?
I’m sure the victims of car crashes will see the funny side of that.
Really? An American director to make that? Why? Soon Australian creatives will be able to import American directors on every job because there won’t be any local directors left in the business. I get the global playing field argument and yes because a lot of our directors are very talented they work offshore which i think is great… so I don’t want to sound like a hypocrite… but for a market the size of ours we should be giving it as much support and encouragement and as many opportunities as we possibly can. You need a strong base of local directors for a vibrant local industry and you’ll have that by giving them your good scripts as well as your no money can’t afford to fly someone in scripts. I know everyone on this blog is smart enough to know all the reasons why this is so important. This is not about protectionism this is about understanding and looking after the very small eco-system of this regions industry. In fact in 20 years of making ads I can’t think of one that was directed by an American that couldn’t have beed done just as well by someone from this part of the world.
It’s not only bad, it’s also really insensitive. An insurance company making a joke about people dying in car crashes. really? I thought GIO was better than that. That’s embarrassing. Australian directors were smart to give that one a miss.
That is embarrassing. An insurance company making fun of car crashes. It’s awful and i am not surprised only an American director would do that.
I wonder if the US Director was working under a temporary protection visa….or no visa at all. Anyone checking up on that?
Who can honestly point out any Directing skills in that spot that you couldn’t find from 20 local Directors.
an American director?????? Why. You guys should hang your heads in shame. Have a look at this blog if you have not already seen it and have a look at the state of our local industry and maybe add some support.
http://www.campaignbrief.com/2012/09/calling-all-post-producers—a.html
It’s really not that bad. We’re getting a bit full of moral indignation aren’t we? Harden the fuck up. It’s advertising. And as for the xenophobia: if an Australian director gets a job in the USA it’s hats off to them.
Eulogy?
Makes me think of blood in that car.
It’s a big ask trying to make that entertaining.
But who cares when he gets a NEW CAR!!!!!!
I couldn’t care less where the director is from. Stop with the bleating.
Sadly he has done a really bloody average job. Performances are horrible and the one ‘quirky’ close up shot of the dad doesn’t edit with anything else in the ad. Less than mediocre
How can they joke about death and then show a smashed up car. Imagine if you had just gone through the trauma of knowing someone who has passed in a car accident. Very insensitive.
I look forward to watching it during the News when they announce that road toll fatalities has risen these coming school holidays.
Very smart GIO, very smart Ogilvy.
Australians love their cars. It’s a marketing truth.
…stellar, either in the direction or edit.
It really doesn’t matter where the director came from, does it? If a Martian film director could deliver at exactly this level for 20% less than an Australian film director, then well, that’s how it goes. Fair market.
Ogilvy just have to be very sure the American did not cost $$$$ when an Australian film director would have done exactly the same (or better) for $$$. It’s not about patriotism, it’s about safeguarding your client’s dollar. Simple as that.
Awful and terrible all at once.
Ogilvy is death. Pure and simple.
If you’re getting Tom Kuntz and a decent idea, fair enough.
But this is rubbish creative and a fairly poor execution. And the press leads with the director’s background.
Bring back Singo….at least he knew he was making crap!!!!!
It is 1000 times better than the direction Leo’s took it in. Hats off to Ogilvy for getting those horrible ads off the telly.
Hey GIO there’s a lesson to be learnt here..
Sometimes when you play around you get some nasty diseases.
I thought Paul Goldman was an Australian Director? He normally does great work must have been the scripts.
Can’t we all just get along guys?