Southern Cross Health Society has gone the emotional route with its new campaign via Barnes, Catmur & Friends consisting of an ad narrated by an old man giving advice to his younger self along to a series of clips of his most significant life experiences and the lessons he’s learned.
The ad begins early in the narrator’s life, when he’s merely a young squirt falling face down in the ground during a rugby game. This is where he learns his first life lesson of never giving up. He learns others too like how to deal with romantic rejection, how to get the most out of travelling, and never judging someone’s worth by their wealth.
The ad ends with the most important message that: “The most precious thing you’ll ever possess is your health”.
The ad has been executed in a 60-second and 30-second version.
“If we could give some advice to a younger version of ourselves, what would we say? First on the list (and if it’s not it should be) for many would be to look after their health. To remind people of this, Southern Cross, along with agency Barnes, Catmur & Friends and director JH Beetge, have produced ‘Advice to a Younger Me’, a campaign spearheaded by a 60” TVC that features the memories of a man as he shares his life’s learnings with his younger self,” a Barnes, Catmur & Friends spokesperson says.
This ad is a departure from its previous ads with New Zealand flatwater canoer and Olympic gold medallist Lisa Carrington, which were more quirky and upbeat.
StopPress has been in touch with Barnes, Catmur & Friends to find out more on the campaign and will update the story as more information becomes available.
In March this year Southern Cross Health Society appointed Zoo Auckland to its agency roster, meaning that the agency will work with the insurer on special projects specifically in the digital space.
Kelly Addis, the chief executive of Zoo, said earlier that the appointment did not follow on from a pitch and instead came about due to the work the agency has been doing in the health insurance market across the ditch over the last decade.
Director – JH Beetge
Executive creative director – Paul Catmur
Chief executive officer – Daniel Barnes
General manager – Luke Farmer
Creative – Brad Stratton
Agency producer – Valentine Taylor
Agency producer – Shayna Stalker
Producer – Andrew McLean
Production company – Goodoil Films
Sound – Liquid Studio
Post production – Blockhead
Account director – Darryl Rogers
Senior account manager – Kylie Marsh
Head of media – Monica Wales
Associate media director – Camille Turton
Digital planner and buyer – Harrison Boys
Chris Watney – Head of product & marketing, Southern Cross
Jyotsna Chauhan – Marketing services manager, Southern Cross