Last week in the first episode of The Marketing Protection and Finance Podcast I talked to Lucian Camp about whether financial services providers should advertise more.
We are always being told this, especially in the protection space.
Tom Baigrie even ran a campaign a few years ago to convince the industry to stump up a few million quid to start a generic campaign. That didn’t lead to anything though Aviva have since run the very successful and in my opinion excellent emotional, “Ghost of Dad” campaign with Paul Whitehouse.
I have always been a little dubious as to the value of TV advertising especially in the digital age when people can fast forward through commercial breaks. I do acknowledge however that they build brand awareness such as the extremely annoying and now nuked “Go Compare Opera Singer”.
But the fact remains that producing a “film” is the smallest cost in a TV campaign. The vast cost is the time slot during the break in Coronation Street.
Talking about this on the Podcast got me thinking. What are the best financial services TV adverts of all time and why did they work? Here are four examples and why I think they hit the spot.
Prudential – Enjoying the Garden
Humour, great facial expressions and comic timing make this a winner.
Aviva “Ghost of Dad” Life Assurance
Emotional, tugs at the heart-strings, and reminds everybody of the film Ghost.
Allied Dunbar – Grim Reaper
This is edgy and slightly scary but its message hits home.
Standard Life Baby
How cute is that? Using babies or animals always seems to get eyeballs on screens. But does it actually lead to increase in sales.
I’m surprised no one has made an advert using cats.
Now it’s your turn:
What is your favourite financial services TV advert of all time. Please post a link and share your views.
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