State Insurance, famous for its eye-catching and dramatised advertisements has drawn influence from the comic-book realm for a new TVC which promotes its online services with the help of Colenso BBDO and FINCH.
In this spot all of the contents, including a car, a couch, a guitar, a park bench (and everything else in the frame) are literally “covered”, in State’s blue brand colouring (with the occasional hint of orange), lending the ad a computer-generated feel that to any 90s kids out there is likely reminiscent of Eiffel 65’s “I’m Blue (Da Ba Dee Da Ba Die)”.
“State has been insuring Kiwis for one hundred years, there’s not much they haven’t seen,” State business director at Colenso BBDO Krystel Houghton says. “We wanted to echo that in our visual style and in the way we communicated our offering. We simplified every set to contain only the objects required to tell the story, and we ran the action like a short comic strip, as simple as the storyboard. The blue and orange lend another way to simplify and add an ownable and interesting look.”
While Houghton wouldn’t confirm or deny whether there would be anymore State Insurance TVCs popping up, it may have been hinted at, as they said “Watch this space”.
She said State worked with Wade Shotter from FINCH to bring the spots to life so that they appeared graphic without being flat. “The entire set, props, cars and their interiors were painted in water-based paint, several layers in some instances to give it its look,” Houghton said. “We achieved a CGI feel but did it completely in camera.”
The State home and contents quote and buy online portal has been live since early May, she said. “It’s another quick and easy way for customers to deal with us. State Car Quote and Buy Online is one of our long-standing and very well utilised products.”
The campaign currently runs through television, digital and radio.
In December last year to deviate from its usual television and radio focus, State Insurance illustrated ordinary accidents with a series of surprising scene-changes in print.
IAG general manager marketing and customer communications Merran Anderson said earlier the ads were summer-centric, and tried to remind customers to be aware of insurance when it was probably the last thing on everyone’s minds.
In 2012 State Insurance’s ‘Nothing’s going to break my stride’ commercial, which shows a stream of unlucky customers singing about their insurance quandaries, was the most searched for ad, according to Google’s New Zealand Brand Zeitgeist 2012.