.99’s latest TV spot for Tower invokes the nautical metaphor of a lighthouse keeper to illustrate that the insurance giant is always looking out for its clients. Throughout the 45-second TVC, the bearded protagonist draws a parallel between lighthouse keepers and Tower, in the sense that both are “always on watch” and have wisdom on “how to avoid danger and how to put things right.” Updated with 2013 ad spend figures for insurance companies.
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Tower’s last campaign was based around some of the things it had learned about is customers in its almost 150 year existence as an insurance company (like 52.4 percent of its Roadwise call outs are for flat batteries), and along with its new agency .99, which was appointed as Tower’s full-service agency a few months back, it’s found another truth to base its new campaign on: people will always find something to worry about, no matter how trivial.
After a pretty intense rough patch, where three of its big clients—Vodafone, Air New Zealand and Westpac—went west in quick succession, .99 has been on the hunt for a few wins and it’s received some welcome good news after being appointed as the full service agency for Tower following a recent head to head pitch against M&C Saatchi.