ROLLiN’ car insurance launches new mini content series ‘Hip Hop Holla’ via Bear Meets Eagle On Fire
ROLLiN car insurance has partnered with creative studio Bear Meets Eagle On Fire to create a 16-part mini-series celebrating important dates in hip hop history.
Building on the cultural cachet of the brand launch spot — which featured a yellow puppet named Larry rapping along to Digital Underground’s ‘90s classic ‘The Humpty Dance’— ‘Hip Hop Holla’ introduces two new characters to the campaign.
Li’l Deets and Jackpot are hip hop connoisseurs who drop their knowledge on all things hip hop from 8th August, with new episodes out twice a month on Instagram.
People can also access Lil’ Deets and Jackpot’s ‘HIP HOP HOLLA’ Spotify playlist, and in the future, get special offers connected to episodes.
Says Micah Walker, chief creative officer, BMEOF: “This kicks off a unique calendar of projects for the brand this year. Hip Hop Holla celebrates a love for the genre we’ve connected to the brand, but throughout the year we’ll remix and reimagine other aspects of culture as well.”
View a few episodes below:
Client: ROLLiN’ Insurance / IAG
Agency: Bear Meets Eagle On Fire
Production Company: Revolver
Director: Mike Long
Editor: Lily Davis at The Editors
Post Production: Blockhead VFX
Sound: Rumble
Puppet makers/ Puppeteers: Make-Up Effects Group
35 Comments
Not sure what this is
Good bloody work
Insurance companies cashing in on urban culture?
In the words of NAS – Hip Hip is dead.
I like this and it’s clearly been well made and thought about – only question I’ve got is it feels more focused to people 40+ rather than people 18-29. Not sure the <30's have a huge curiosity for music that is 3 to 4 decades old. Hoping I am wrong.
None of it. I can’t grasp what this is intending to do, or tell me, about either hip hop or car insurance.
Nothing is clear and I am left annoyed that I wasted my own time trying.
This is desperate.
How does insurance and hip-hop relate?
Will this increase sales in the short-term or long term?
This is a creative waste of money. This is award seeking, not advertising for a business.
it worked for levis
Not everything has to ram RTBs down peoples throats.
Especially in always on social work.
This is on brand entertainment that keeps the brand relevant.
I’d rather have this interrupt my social feed than whatever it is your complaining about this not being
…this is not.
Surely someone is having a lend. This is embarrassing.
Well done Bears.
Trying to advertise car insurance to a younger audience who have no interest in insurance is a big task.
This will work. It’s entertaining content without forcing a brand message. The way it’s meant to be for the audience.
I’m really not surprised that some of the people commenting on this don’t get it.
Found the client
As someone who has never seen this brand before I’m really struggling to work out how the hell I know it’s for car insurance? It doesn’t even say car insurance on the content
You’ve clearly never used social media either.
You could literally sit me down in a Rollin’ shop filled with Rollin’ staff playing me these films on a Rollin’ branded iPad and I still wouldn’t know it’s for insurance. How is seeing it in the clutter of Insta going to solve that?
If you’re going to make content, why not make it engaging? These just seem to be a series of statements about nothing.
Diggin the ‘Flat Eric’ aesthetic. However, can’t for the life of me see what hip-hop has to do with Car Insurance. Feels like a vanity project to me.
I get it and it’s great – but that playlist is so insanely out of touch with any rap/hip-hop that young people (20-30) actually listen to? Kinda feels like what older people think young people are into instead of what they are actually are into?
Glad they didn’t use the Behringher clone.
Is to stand out. This is so good because it’s so different, i actually noticed a car insurance ad on instagram for once.
Quick someone add the seatbelts….stat
Nice lazy stereotypes you have there. Just because you license a Digital Underground track doesn’t mean you can appropriate the culture.
Culturally appropriative, stereotypical caricatures of hiphop culture. Everyone worried the brand name is nowhere to be found, that’s probably a bloody good thing.
Why isn’t there a jingle at the end? How am I meant to remember the product name?
Please, please, stop with the over self-indulgence, when will clients see what is driving this agency.
Could have been awesome – new brand, young target audience, and a budget.
I don’t know what these are meant to achieve, but that doesn’t mean they won’t achieve what they’re meant to achieve!
As pieces of entertainment I liked them. I just wish they were better branded. Or is that me showing my age?
These films don’t mention Australia or Aussies once in the scripts!
So urban
And why don’t they mention Australia or Aussies once in the films?
Like a mobile ad from back when we called them cell phones.
Time to stop PR’ing this stuff it seems.
I’m glad all the accountants showed up here to ask the smart questions, like “what is it for?” and “what is the product name?” etc.
For an advertising industry blog, the view of what advertising is, is very narrow.
It’s so disappointing how many ppl who work in a creative industry are demanding the work be less creative.
Social ads interrupt our feed – we didn’t ask for them. The least they can be is entertaining
Those seem like pretty reasonable questions when brands pay us to advertise their stuff?
If only accountants should ask “what is it for” and “what is the product name” etc, I’m curious as to what your expanded definition of advertising is?