Tower’s latest campaign via Barnes, Catmur & Friends Dentsu sees life in reverse

From a disastrous coffee spill to a waywardly thrown ball, Tower shows that whatever the world does, it can easily undo. 

Created by Barnes, Catmur & Friends Dentsu, the ad plays with time to reverse the effects of a series of disasters, with destroyed objects miraculously restoring themselves in super slow-motion.

In addition to the full 30-second clip, three 15-second second versions have been released focusing on car, house and contents insurance.

Production company Reel Factory was brought in to help bring the idea to life, using a Phantom 4K camera to capture the most minute and mesmerising details in motion.

“We were aiming to do something distinctive in the insurance market to highlight Tower’s products in an interesting way,” says Mick Stalker, creative director of Barnes, Catmur & Friends Dentsu. 

“Slow motion is pretty interesting to watch and in reverse even more so.”

To further emphasise Tower’s commitment to helping Kiwis deal with life’s less fortunate events, the video is set to the song ‘One + One’ by Kiwi musician Graeme James who fittingly muses that “I feel this could be different if I was with you”.

Fiona Woolley, head of marketing at Tower Insurance says that the campaign echoes exactly what the company is all about.

“Our purpose is to undo the unfortunate things that life does, as quickly and easily as possible, so it’s like they never happened.”

In addition to the TVC, the campaign will feature digital executions, outdoor and radio. 


Client: Tower Insurance
Tony Antonucci – General Manager, Product and Marketing
Fiona Woolley – Head of Marketing
Suzi Goodwin – Marketing Manger

Agency: Barnes, Catmur & Friends Dentsu
Paul Catmur – Founder & CEO
Luke Farmer – Managing Partner
Mick Stalker – Creative Director
Rob Longuet-Higgins – Creative
Rob Cook – Creative
Phil Newman – Head of Production
Nicholas Gallagher – Account Director
Monica Wales – Head of Media

Production Company: Reel Factory
Dan Watkins – Director
Hamish Trott – DOP
Olivia Lynd – Producer
Marc McCarthy – Edit
Franklin Rd, Shane Taipari  – Sound
Franklin Rd, Jonathan Mihaljevich – Music Licensing
Music: “One + One” written and performed by Graeme James

About Author

Comments are closed.