State and Colenso sing in the face of adversity

Youtube VideoState Insurance went large in 2010 year when it launched its ‘Love your Stuff’ positioning with the ‘My Favourite Things’ campaign. And Colenso BBDO has taken that musical approach even further for the next iteration with a big new TV and radio campaign showing how quickly State can get things back on track. 

The campaign kicks off with a 90 second, single shot TV spot—one of the longest one shot commercials in New Zealand’s advertising history, according to the release—by talented director Nathan Price, who also shot the last State campaign and V Ladders.

In the big budget number (not surprisingly, there was a ‘no comment’ to queries about how much it cost), a full cast of Kiwi characters sing along to an adapted version of Matthew Wilder’s ‘Break My Stride’ as they deal with the slings and arrows of outrageous fortune.

Youtube Video

As is often the case these days, the ad has already been uploaded to YouTube and launches on TV this Sunday at 7.10pm with a roadblock on channels 1, 2, 3 and 4.

  • Listen to the radio ad here.

“Our customers want to have confidence their insurer will be there for them at claim time, helping to keep them moving,” says Mary-Jane Daly, executive general manager of State Insurance. “We’re proud of what we do at State and we hope people will enjoy our campaign.”

Of course, given the delays in insurance payouts for those in Christchurch, a jaunty number about how an insurance company can keep things moving will be a slightly bitter—or at least unrealistic—pill to swallow for some viewers. But Nick Garrett, managing director of Colenso BBDO, says it’s about grabbing the attention of both existing and potential State customers with an engaging campaign that will get the phones ringing.

“The musical direction and craft of both the TV and radio creative serves to create memorable advertising that delivers the message about State’s commitment to providing an efficient service.”


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