iSelect helps Aussies deal with the unbelievable in new health insurance spot via Fenton Stephens
iSelect has launched its latest spot via Melbourne independent agency Fenton Stephens and AIRBAG’s talented animation duo, Lumberfly.
It’s said that there are only two certainties in life: death and taxes. But lately a third has emerged. Health insurance premium increases. It’s become something we can steadfastly rely on, every year, like clockwork. Except this year, they’ve decided to change things up. No, we’re not getting a breather, instead we’re getting an ‘out of cycle’ premium increase. Just what every Australian needs at a time like this. There’s really only one word to describe it. Unbelievable.
Almost as unbelievable as your dog running an underground casino. In your kitchen. At least that’s the rather silly, but visually delightful, analogy that iSelect and Melbourne independent, Fenton Stephens, have used to grab the attention of everyday Australians via their latest spot.
Says Jess Wheeler, associate creative director, Fenton Stephens: “Simply put, adding to the financial strain on Australians by increasing the cost of their health care, of all things right now, is unbelievable. The job to do here was to keep the message simple and to the point but encase it in something light and entertaining. The strain of ‘COVID-era’ advertising is wearing people thin. We’re in sore need of a return to some comic relief which was always our goal from the very first spot. And thankfully, while they keep performing, we get to keep making them.”
Says Warren Hebard, chief marketing officer, iSelect: “A health insurance premium increase at a time like this isn’t funny. So we told Fenton Stephens to make sure the ad is. This ‘out of cycle’ premium increase is going to come as an unexpected, unpleasant and unbelievable shock to policy holders at a time when many are already struggling financially. In addition to amusing viewers, this spot aims to turn their outrage into action by letting iSelect help get their premiums under control.”
Client: iSelect
Chief Marketing Officer: Warren Hebard
Corporate Affairs Manager: Laura Crowden
Head of Digital Marketing: Paul Coco
Agency: Fenton Stephens
Creative Director: Alex Fenton
Associate Creative Director: Jess Wheeler
Copywriter: Isabel Evans
Director of Planning: Simon Antonis
Group Account Director: Lucy Ranger
Account Manager: Charissa Martin
Agency Producer: Lisa Ramsey
Production Company: AIRBAG
Animation / Direction: Lumberfly
Producer: Nick Venn
Head of Production: Martin Box
Managing Partner: Adrian Bosich
Sound: Production Alley
21 Comments
Hi. Please stop doing bankwest ads. You see that brand tracking you do that says there’s no linkage between your ads and the brand? You’re advertising bank west.
I snorted.
And they just keep making them
love these bankwest ads guys, they’re so funny. well done to all involved!
Piggybacking off the equity and style that Bankwest built in their campaign
Really seems like Fenton Stephens have no shame
Maybe it’s just me, but I can’t remember a single ad Bankwest has ever made.
I don’t have a horse in this race (you may well by the sounds of it) but I don’t mind this campaign.
And if you read the article, it seems to be working? (Not that they’d say it wasn’t)
Comedic timing ain’t easy with animation.
Kudos to all.
Funny, charming. Like it.
Every time one of these ads launches, some anonymous winger bitches about the supposed BankWest link. I don’t work for FS, but come on now. Redirect that negative energy into something positive instead.
Agree with the comments on animation identical to BankWest. But that’s just symptomatic of a brand that’s changed its campaign strategy and execution more than any brand in any category that I can recall. They certainly seem to have money to spend. Are they a horror client? Some tales from insiders might be both entertaining and instructive.
New Bankwest ad! Oh, wait…
I’m not jumping on any bandwagon here but when you see the iSelect and Bankwest ads on air back to back it totally looks like the same campaign. I find it totally bizarre why it is that iSelect continue with this.
Magician spots were funnier and more memorable. I suspect FS think so too.
These are okay (lovely animation, Lumberfly) if it keeps your client happy FS.
I only see Bankwest …..that is all
They wouldn’t keep making them if they weren’t working. As someone who has worked with this client, I can confirm they are mad about the orange, and always have been. Remember these? https://www.facebook.com/watch/?v=100243333332556
Reading through this, I’m feeling somewhat jealous of the folk at FS.
Mainly because they don’t have to work with the d*ckheads in these comments every day.
Fun ad.
… matter.
You’ve just spent a motsa to misattribute to BankWest.
Makes me want to get a savings account with Bank West.
I find it incredulous that the innovative marketing that built the massive success of this company has been flushed away on irrelevant and ineffective messaging. Sorry, but the current marketing direction continues to drive this company into the ground – what’s wrong with the iSelect board… are they blind?
They are selling off chunks of their business (according to their annual report) so yeah, probably….
The animation style and 3D design in both iselect and Bankwest couldn’t be more of a contrast. You’re comparing the animation of the legends at Buck with this iselect spot which isn’t even on the same level. Take a closer look at the characters and details within each campaign to see the difference.