Regardless of what life throws at them, Tower Insurance promises to help customers continue their daily routines with minimal fuss in its latest campaign.
The one-minute ad “The Morning Ritual’, created by Barnes, Catmur & Friends Dentsu, shows a man undertaking his daily ritual of getting up and making a morning drink. This continues day after day until a storm knocks a tree into the front of his house. Tower Insurance organises to have the tree removed and the house fixed, and the morning ritual is resumed.
This campaign follows on from last year when Tower Insurance launched their brand platform ‘What the world does, we undo’. The video used reverse slow motion to show that while unfortunate things happen Tower Insurance undoes them so it's like they never happened.
Tony Antonucci, general manager product and marketing at Tower Insurance, says "it was seeing the ‘Undo’ platform having great success on the business, but with the brand going through a transformation toward a more friendly and empathetic insurer we needed to take ‘Undo’ into a more relatable and human space.”
Rob Longuet-Higgins, associate creative director, BC&F Dentsu, says insurance and possessions aren’t necessarily emotionally engaging, but people and stories are.
“We wanted to show New Zealanders that Tower Insurance understand what it’s like when things go wrong. And pay that off with the idea that Tower Insurance get things sorted without fuss.”