ABI launches ‘Dad Comes Home’ campaign to promote the importance of insurance

Representing the insurance and long-term savings industry, the Association of British Insurers (ABI) has launched a new campaign to demonstrate the core principles of insurance and help consumers understand what their premium affords.

Related topics:  ABI,  Campaigns
Protection Reporter
26th July 2023
Dad Comes Home
"We demonstrate the value of insurance through the innocence of childhood curiosity. This delivers the key message, which is further reinforced as we move through scenes featuring the care provided."
- Olly Lawer, creative director at Curveball Media

The campaign ‘Dad Comes Home’ tells of a dad recovering after a serious road traffic accident, through the eyes of his seven-year-old son. During the first glimpses of the campaign, the boy’s mum explains how insurance can help his dad after he’d been rear-ended by another driver, including paying for a carer so she could return to work, physiotherapy, a wheelchair-accessible car, and funding to cover dad’s wages while he gets better.

Produced by Curveball media and directed by Olly Lawer, who ABI selected for his experience in delivering emotive campaigns such as ‘Outsmart Epidemics’ for the Wellcome Trust as well as Zurich’s ‘Youth Against Carbon’ campaign.

Commenting on the campaign, Chris Blackwood, head of campaigns and marketing at ABI, has said: 

“Most people ‘click and forget’ with insurance as they’re (fortunately) unlikely to claim. So, with this campaign we want to show people that their premium carries value in providing a crucial lifeline to those involved in the most severe, often life-changing incidents.”

Olly Lawer, creative director at Curveball Media, added:

“We love this kind of creative challenge as it brings to the forefront the two most potent aspects of animated video production: perception and storytelling. Simply extolling the virtues of insurance wasn’t going to cut it.”

More like this
Latest from Financial Reporter
Latest from Property Reporter
to our newsletter

Join a community of over 30,000 intermediaries and keep up-to-date with industry news and upcoming events via our newsletter.