BCAA Life Insurance: Leo

How would they get by without you?

Advertising Agency: Rethink Communications, Vancouver, Canada
Creative Directors: Chris Staples, Ian Grais
Art Director: Joel Arbez
Copywriter: David Giovando
Photographer: Philip Jarmain
Published: July 2009

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25 comments

A stranger abroad's picture
A stranger abroad
427 pencils

I like this. It made me smile.

It is a generic proposition, but is a charming execution that I believe will appeal to parents. I like that it encourages you to think about the question without using overt scare tactics. And that it uses humour in an ad about a serious subject - death, but does so with a light touch, avoiding bad taste.

premc's picture
premc
917 pencils

nice !

7/10

radical

Guest's picture
Guest

this is so sad. I don't like touching the scares in the commercial.
The fear shouldn't be the Reason To Buy.

alexander_bickov's picture
alexander_bickov
3279 pencils

I love it! :)

MacGoni's picture
MacGoni
122 pencils

:)))))

Disco Munky's picture
Disco Munky
3900 pencils

Where's the ad with the mum on a street corner? Cos that would happen before this.

Doin' it for the points

xyyss's picture
xyyss
6 pencils

U wanna know? just get in the taxi.

wearmysocks's picture
wearmysocks
1085 pencils

I don't like the line.

------------------------------------
Energizer Bunny arrested, charged with battery.

Guest's picture
Guest

Awesome.

silvi's picture
silvi
4172 pencils

niños y animales. Siempre llaman la atención en publicidad.

Guest's picture
Guest

Great execution and insight. Would make me stop and take another look at this.

http://dearadvertisin.blogspot.com/

Guest's picture
Guest

Again, really bad compositing (note the lack of reflections in the glass doors). Feels like a last minute award show entry to appease one of your junior teams...am I wrong?

Ed Mintone's picture
Ed Mintone
585 pencils

sweet

Raf-vp's picture
Raf-vp
48 pencils

cool

Guest's picture
Guest

The idea is just okay, I find the Art direction very plain.

Guest's picture
Guest

sohai idea

Dev Kumar's picture
Dev Kumar
834 pencils

No big deal here and it proves once again that insurance communication hasn't been able to get out of the spiral. The visuals in this series are interesting but copy poured cold water on it.

Guest's picture
Guest

it's actually a nicely realized concept; the problem is that it sells life insurance in general, but does not sell life insurance from _BCAA_, their actual _client_.

Copy_Can's picture
Copy_Can

Are you talking about a competitive advantage? Are you one of those people? Put in a special rate or return that's best in the market? Are you saying this will make the idea better?

Advertising for insurance is very hard, and the competitive advantages from one to the other is minimal at best. I'm all for bringing to light any competitive advantage, but c'mon.

The _idea_ in the end to sell _life_ insurance is _nice_.

Guest's picture
Guest

It´s so offensive. I don´t think that be a taxi draiver is a reason to feel shame. Provably works with parents but is un respectfull

Guest's picture
Guest

So so idea. Lazy art direction

Nukeemall's picture
Nukeemall
17 pencils

But your parents even if he is a taxi driver, would want that his kids become the gratest person alive, of course.
so, me likei

beckspuppy's picture
beckspuppy
85 pencils

cool

beckspuppy's picture
beckspuppy
85 pencils

hmmm

jorj's picture
jorj
638 pencils

cool

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