‘You Know With GIO’ given fresh meaning with new brand campaign via Ogilvy Network
Being certain about something is sadly a rare feeling in the third year of a global pandemic, but the latest iteration of the long-standing platform “You Know With GIO” via Ogilvy Network, aims to show that thanks to GIO and its staff, there’s one thing you can be certain about, your insurance.
Says Mark Condon, marketing manager, mass brands and sponsorships, GIO: “We launched the ‘You Know with GIO’ brand platform in 2018 and the latest campaign builds on that now established proposition. In this new campaign we turn the spotlight around to our people and creatively demonstrate that GIO employees are truly the experts when it comes to insurance.”
Says Mim Haysom, CMO/EGM brand and marketing, Suncorp Group: “We are thrilled to be launching our new brand campaign for GIO. It is a celebration of our people, and the confidence and certainty that their expertise and experience bring to our customers.”
The new campaign “We know insurance, so you know you’re covered” brings to life GIO staff’s encyclopaedic knowledge and instinct for insurance, even in the most everyday, albeit unfortunate, moments. With their expert analysis they can help replace, repair, and assist with those unplanned incidents.
Says David Ponce de Leon, executive creative director, Ogilvy Australia: “This work was a long time coming thanks to another broken year, but we finally made it happen, and team members in Brisbane, Sydney and Melbourne all played a huge part. The thinking is fresh and the ambition is clear; inject new meaning and purpose into the existing brand line ‘You know with GIO’.”
Says Chris Little, group creative director, Ogilvy Australia: “The new direction focuses on GIO staff’s expertise, GIO customer’s certainty and a selection of oddly familiar moments. Most importantly, the work creates a clear world for the GIO brand to own and operate in that we’re sure will deliver growth.”
The new work will roll out across TV, OOH, social, radio and digital channels over the coming months.
Client: GIO (Suncorp)
Mim Haysom: CMO/EGM Brand & Marketing
Rapthi Thanapalasingam: Head of Mass Brands & Sponsorships – Brand & Marketing
Mark Condon: GIO Marketing Manager
Bryony Nickless: GIO Marketing Lead
Lisa Kayes: GIO Marketing Lead
Heidi Storey: Manager, Social & Content Marketing
Ashika Naran: Group Content & Personalisation Manager
Shanna Zemeek: Group Content Lead
Natrishka Reddy: Group Content Lead
Agency: Ogilvy Melbourne
Executive Creative Director: David Ponce de Leon
Group Creative Director: Chris Little
Head of Strategy: Virginia Pracht
Group Account Director: Angus Pearce
Senior Account Director: Jess McColl
Account Director: Kirstie Ly
Senior Account Director: Benedict Smith
Account Manager: Oliver Corcoran
Senior Art Director: Jari Kennedy
Senior Copywriter: Anthony Campagna
Senior Art Director: Felix Ettelson
Senior Copywriter: Georgie Baxter
Social Creatives: Julia Stretch & Robbie Ten Eyck
Senior Broadcast/Content Producer: Alana Teasdale
Head of Print Production & Studio: Brendan Hanrahan
Production Company: Revolver
Director: Matt Devine
Producer: Ian Iveson
Executive Producers: Pip Smart & Michael Ritchie
VFX: Heckler
VFX Producer: Carlos Zalapa
Colour Grade: Ben Eagleton
Editor: Dan Lee – Arc Edit
Sound: Tone Aston – Rumble Studios
Music: Born Dirty
Music Stills: Louis & Co.
Photographer: Ian Butterworth
Media Agency: OMD
42 Comments
There’s vfx execution and then there’s… this
Great campaign, especially for an insurance company, vfx looks awesome especially in the 30, great work!
They used that Hangover gif in their presentation deck.
I really like this. Just wish they’d been more considerate of the scene transitions.
It was fresh when Sherlock made this technique famous 10 years ago.
So the scene is set at the protagonist’s “family home” which appears to be a mansion despite the fact he has presumably recently being living there as a single given he is introducing his new girlfriend to his mother for the first time.
We are also then led to believe that this adult man has decided to hang a large oil portrait of his mother over his fireplace. This is frankly very hard to believe.
We are also asked to believe that this man’s occupation is an insurance claims expert for GIO, which surely couldn’t pay more than about the $120K per year, despite the fact he is living in a house that looks to be worth north of $3M at least given the grandeur of the dining room.
We are also advised that it’s fine that the oil portrait is damaged via fire and water because it’s insured by GIO. This is a precious family heirloom that is irreplaceable irrespective of any insurance payment.
This ad doesn’t pass the sniff test to me. I’ll be staying with my current provider thank you
Are the experts who have gone all Beautiful Mind GIO staff, or are they GIO customers…? They can’t be staff coz one guy is working in a warehouse. And they can’t be customers coz surely it’s not their job to be experts.
They left Leo’s for this?
My thoughts exactly. So deeply confusing
Selling one of the most recognisable commerical actors as a GIO expert?
Real casting (or at least an unknown face) would have been better IMHO.
You’re over-thinking it (or maybe under-thinking). Ever been to your parents’ house for dinner, say to introduce them to your new partner?
you okay?
You think mum and/or dad watching the teev think like this? Like you? Maybe that’s issue #1: you give advertising more credit than it deserves.
Australian advertising suffers because of people like you.
Yes, I have been to my parents’ house for a dinner to introduce them to a new partner however the residence is referred to as Brendan’s “family home”. I suppose that could mean it’s his parents’ home and not his but it would have been clearer if the script referred to it as his parents’ home.
If it is in fact his parents place, then we are being asked to believe that his mother hangs a large portrait of herself hanging over the fireplace. This doesn’t seem credible to me. Who does that?
I agree that most people watching probably won’t examine it as thoroughly as I have. They’ll probably just ignore it and get on with their lives maintaining their insurance with a low cost option found via a comparison site.
My thoughts exactly on your same thoughts of the thoughts of ‘hang on’.
Had the same thought. Felt like one of those experts (or customers?) with the numbers flying around trying to figure it out.
Also, I’m no expert in science or art, but… can a jug of water put out an oil-based fire?
We are also being asked to believe that the lead actor walks through doors magically landing in different locations….
I’m not sure that the art selected to hang on the wall needs to be 100% realistic.
It’s not a documentary
Makes no sense. Also that first comatose expert dude is in every bloke-focused ad I’ve ever seen in Australia.
Saw this on TV and knew this would get roasted here
I thought advertising people were meant to be smarter than consumers, obviously not in your case…. Maybe you’re in the wrong industry.
And that it has a nice borrow from The Hangover/all-time meme. Nice work to everyone involved.
Why, oh why do we use the same talent across the same ads, time and time again?
Basic stuff and not unique but mostly enjoyed. Well put together and works. Nice work.
If i was to critique anything I’d say the wardrobe and colour blocking seems a little obvious and plain. Like everything feels and looks like an ad.
And not into the overused robot arm Kendrick Lamar video ref of the stand alone dinner scene thing.
Who was the DOP?
Can we make ‘Ann from Campaign Brief’ into an industry meme please?
Why does she say shes an actor
If you ignore the 60″ [which no one will see anyway] and just watch the 30″ [which they will] it’s actually not as bad as some of these comments make-out. It’s also less confusing. It’s a bit of fun in what’s a dry AF category, not a piece of in-depth social Annalysis.
Ann is my sniff hero. More competitive client sniffing for all.
So it’s the matrix but if it was all people that look like they’ve been sleeping under an old deceased estate’s afghan rug?
Agree, casting the same mullet dude from the Rollin ad in the Macca’s spot is just lazy.
All the humour spins off with metaphors/exaggerations of the human insights in these scenarios right? Why are you so hung up on literal depictions? You can forget meeting my Mum if you’ll be analysing the family home like that too, you sound like a bad time.
Everyone needs to back the f**k up.
Ann has some valid points.
Ann, your intelligence is wasted here. It seems the agency will continue to try belittle your comments no matter your reply. Just let them think their work is amazing … you know what children are like.
Brilliant in all ways
Casting ✔️
Production ✔️
Idea ✔️
Are you Ann’s mum?
This isn’t Anne’s mum just like you’re not someone who work at Oglivy right?
Oh here come the mum jokes. See I told you they were children. And somehow these immature people are allowed to work on corporate accounts. Just stop. You’re embarrassing yourselves and your client.
Thanks Mum,
See you for dinner tonight.
Love,
Ann
Please humour us with your role/title
The Old Spice guy rides a horse backwards.
The Cadbury gorilla plays drums.
The Extra Dry tongue comes out of a man’s mouth.
All must be horrible pieces of communication.
These are the ppl contributing to the creative in our agencies. Leave us be, please.
“The humour spins off with the metaphors/exaggerations of the human insights in these scenarios”.
I have examined the candelabra drama example and looked for the humour and insights.
The first bit of humour appears to be the bit where Brendan’s mother mistakenly refers to his girlfriend as an actress whereby she corrects her that she is indeed an “actor”. Hilarity ensues as we see the collision of generational norms and we are left reflecting on how funny it is that young women see themselves as actors not actresses. The youth hey! The insight being that generations still don’t understand each other?
The next bit of humour, and this is where the spot really comes alive, is when Brendan starts to instantly evaluate the danger to the portrait inherent in his girlfriend’s wild gesticulation. Women like to talk with their hands don’t they? It’s not just a cliche, it’s funny! Anyway, Brendan is not just a dopey looking guy who has been in too many ads, his mind is apparently a steel trap and he could count the number of matches left in the box just as fast as Rain Man. The contrast between how he looks and how good he is at analysing risk fills us with mirth, the humour being unstoppable in this little tale, the insight being that appearances can be deceiving or to not judge a book by its cover?
The portrait does indeed catch fire and our hero promptly throws a jug of water over it to douse the fire. And this is the funniest bit because as most people know, you can’t extinguish oil fires with water, it just spreads the fire and makes them worse. It’s this little in joke that makes the ad iconic and right up there with Cadbury’s Gorilla ad and others mentioned by an earlier poster.
Like the portrait itself, this ad is indeed a work of art!
I’m with Ann on this.
Thankyou for your service