Cigna takes inspiration from Rube Goldberg to roll out its insurance options

Cigna Insurance’s latest campaign via Y&R sees the brand use Rube Goldberg machines to show how unpredictable life can be and how Cigna can help get things back on track.

Cigna has released two 45-second spots for its Travel Insurance and Mortgage & Rent Safe Insurance products. Each TVC features a different Rube Goldberg machine, an over-engineered machine created to perform a simple task in a complicated fashion, usually including a chain reaction.

The TVCs are part of a suite of works by Y&R NZ and production company Flying Fish, with two more TVCs to be released later this year. The latest suite of ads promote Cigna’s new range of products expanding beyond their core base of Life Insurance and Funeral Cover.

“Our challenge was to talk about our expanded range of products to a broader audience than we ever have before,” says Cigna Insurance chief marketing officer Suzanne de Geus.

“When the idea of using the Rube Goldberg model was raised it seemed like an ideal way to depict how Cigna can help New Zealanders prepare for the unexpected and help get things back on track.”

Directed by James Solomon, the Rube Goldberg machine depicts a coloured marble making its way through a host of category relevant settings related to each of the products promoted, such as a shelf full of overseas souvenirs for Travel Insurance. Flying Fish constructed bespoke complex builds for each TVC, shooting them over a three-day period.

And these ads are certainly an improvement on some of the work that Cigna has unleashed on the public in the past. 

Y&R NZ Wellington managing director Tim Ellis believes the ads will have great cut through and succinctly demonstrate Cigna’s role in New Zealanders lives.

“We’re really proud of this new work for Cigna. By using an engaging story-telling narrative not common in the world of DRTV we’ve created ads that are watchable time and again. Now we look forward to seeing how consumers respond,” he says.

De Gues says: “Working on this type of ad was very refreshing, the whole process was different form the type of TVC’s we have created before with Y&R. We are looking forward to seeing how the ads perform within our marketing mix.”


Cigna Insurance

Chief Marketing Officer: Suzanne de Geus

Direct Marketing Manager: Danielle Barrett

Senior Marketing Specialist: Pip Kennedy


CEO & COO: Josh Moore

Creative Director: Seymour Pope

Associate Creative Director: Lisa Dupre

Managing Director: Tim Ellis

Account Director: Carmen Sellwood

Account Manager: Christine Malek

Head Producer: Liz Rosby

Designer: Rachael Jupp

Editor: Amanda Sasano

Production company: Flying Fish

Director: James Solomon

Producer: Samantha Attenborough

Art Department: Brett Schwieters

DOP: Simon Raby

Post Production: Mandy

Offline: Nathan Pickles

Online: James Cordon & Anita Ward

Grade: Dave Gibson

Audio: Liquid Studios

Engineer: Craig Matuschka

Music: Peter van der Fluit

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