Vampire Count Gregor encourages Aussies to get a Will with Willed in new campaign via Hardhat
Willed, the simplest place to write your Will online, has launched its ‘Dead Easy’ campaign via independent agency Hardhat and independent vampire Gregor.
Recognising that writing a Will can feel daunting and dark, the ‘Dead Easy’ campaign leans into a lighter side of preparing for the inevitable. Fronting the campaign is Count Gregor, a vampire who’s seen many come and go in his 700 years, and understands the importance of writing a Will better than anyone.
The initiative is Willed’s largest to date, encompassing the brand’s first TVC as well as digital and social assets.
Says Ariella Birnbaum, marketing manager at Willed: “Writing a Will online is a relatively new offering in Australia, so we’re excited to introduce them to the market with Hardhat in a way that’s approachable and amusingly honest.”
Says Hayley Read, senior strategist at Hardhat: “As a new offering, we knew it was important to convey the functional benefits of doing your Will online including speed, ease and security. Alongside this, as a new brand, we needed to do it in a way that was likeable and distinctive.”
Count Gregor, Willed ambassador and vampire was quick to come on board: “When Hardhat came to me with their idea, I was like, finally. I mean, I have been telling people to get a Will for centuries. I said it to Ned Kelly, I said it to Prince. Now I say this to all Australians. Get a Will with Willed. It’s dead easy.”
The campaign went live over the weekend.
Willed is on a mission to provide guidance and care by making end-of-life planning simple, affordable and accessible for all Australians. The legally valid Wills can be completed online in minutes at a fraction of the cost of a traditional solicitor, because Willed understands that death is hard enough already.
Complete your Will online at https://www.willed.com.au/
Client: Willed
Creative Agency: Hardhat
Production Co: Guilty
Director: Edwin McGill
Executive Producer: Jason Byrne
DOP: Adam Howden
Offline Editor: Billy Browne
Grade: Martin Greer
Online: Alex Evans
Sound: Justin Bodanac, Front of House
43 Comments
of what we do in the shadows.
Need more vampires
The performance in these is great! Really fun and uncomplicated.
This is the best ad I’ve seen in a long time. The soda stream had me laughing out loud.
charming and fresh.
Wish he’d kill that can’t from the Bottlo-O commercial.
So good! Dead easy is a great line.
These are great. Well done HH team.
dosen’t make sense
…when everything about an ad is perfect. The writing, performance, timing, comedy are all top notch!
Absolute cracker. Love the line. Well written, well shot, well cast. Genuinely nice work.
Hincey, Andy, Char, Hayley and team – you knocked this one outta the park!
Love this. Genuinely funny!
Very rare to see performances and comedic timing this good. The Soda Stream gag is a great touch. And when you tells the grip he probably needs Willed LOLs and LOLs. Great writing.
Well done team, I love it. Want to see more.
Ripping off a famous Kiwi movie does not maketh a good ad.
Seriously well done here – first bit of “comedy” writing, casting and direction in Aus I’ve seen in ages that’s of a world-class standard – hooray! More please!
After this, as I’d had ‘make will’ on my to do list for…oh…maybe 10 years!
It’s actually an incredibly well crafted product. The sign up/set up process is top notch.
Fangs a lot guys
Its refreshing to see good classic advertising like this.
commenting on my own ads.
really enjoyed the ad – nice work
Is very transparent
Spotting a dickhead.
This has to be the most orchestrated comments section I’ve ever seen.
Who is this actor, please? I know his face but can’t put a finger on who he is.
Indeed. You’d think after almost 20 years there’d be a finer art to it.
So much salt, you could bag it.
love this, well done Ed!
My comment: ‘Don’t you just love it…’ was not orchestrated. This is genuinely great. I’m not surprised a lot of other people think so.
an industry that can’t see through its own cynicism enough to recognise, applaud and learn from good work is something I hope we can work together to change.
The 10 seconds of laboured gags after the end frame are painful to watch.
Well done. Love the idea and the line ‘Dead Easy’.
Nice work team. Funny. Great talent.
Love this.
Funny. To the point. Entertaining. Compelling.
All in a category that has would usually be advertorial shite.
What happens when a digital app agency tries to make a tv ad
The line is my favourite part, love the double entendre. Well done Andy, Chris and Char!
What is it you do again?
Good one HH team, I’m into this! Performance is a breath of fresh air.
Vampires. Mummies. Monty Python. Fawlty Towers. And recent movies. That’s it. Every. Fucking. Week.
I just find this totally unfunny and insensitive. Having dealt with the deaths of two siblings recently this just leaves me cold.
Love Gregor very Gothic and witty
Loved the creative HH folk. Awesome talent and simple, effective message.
More of power to your vascular system!
If you like this ad, try watching the movie it straight up stole from and check out What We Do in the Shadows!
Love Count Gregor. Ad great but I wish they didn’t cut the last 20secs, it’s all part of the overall appeal of the ad.