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    Zulu Alpha Kilo Brings Udder Creativity To Shopping For Car Insurance

    By SHOOTUpdated:No Comments4375 Views

    There are far more exciting things in life than shopping around for car insurance. In fact, a recent Leger survey conducted on behalf of RATESDOTCA found that 77 per cent of insurance policyholders in Ontario, Canada’s largest province, didn’t compare car insurance rates in the past 12 months.  RATESDOTCA, a rate comparison website, wants to change that by letting Canadians know that there is a better way to shop for insurance–and to stop getting milked.

    Towards that end, ad agency Zulu Alpha Kilo launched RATESDOTCA’s first brand campaign and new brand platform, “Don’t Get Milked,” to wake up Canadians from their complacency and take a more active role in finding the right car insurance policy while getting a great rate. Shoppers can save an average of $676 a year when they compare car insurance quotes from top providers via RATESDOTCA. 

    The core executions of the campaign all have one thing in common–an udder that visually represents the notion of “getting milked.” The TV and online video campaign focus on a woman who visits a mechanic because she thinks she’s having car trouble. The real issue? A sack of udders hanging from underneath her car–the consequence for never comparing insurance rates, and a living metaphor for getting milked on her car insurance.

    “We know insurance can be a dry subject and that most Canadians can be complacent about their automobile insurance renewal,” says Zak Mroueh, founder and chief creative officer at Zulu Alpha Kilo. “We knew we had to do something that would breakthrough and get the attention we were looking for. We landed on a very clear, but extremely memorable way of getting Canadians to think about their car insurance and realize that they might be overpaying.”

    The creative platform launch was supported by digital and printed OOH boards. Consumers can expect to see a “Don’t get milked on car insurance” highway board with a set of 3D udders hanging off the bottom. Digital boards will even help drivers avoid getting milked on parking and gas by displaying the most affordable local parking lots and gas stations. 

    The TV and social videos were directed by Francois Lallier, through Untitled Films, Toronto. 

    Credits

    Client RATESDOTCA Group Ltd. Agency Zulu Alpha Kilo, Toronto Zak Mroueh, chief creative officer; Ian Simpson, Catherine Allen, group creative directors; Michael Siegers, Manali Kulkarni, art directors; Jonah Flynn, Dylan Verwey, writers; Ryan Booth, Vince Rozas, Stephanie Yung, Omar Morson, Zoe Kim, designers; Tim Hopkins, strategic planner; Revital Grunberg, Houng Ngui, producers. Production Untitled Films, Toronto Francois Lallier, director; Francois Gamache, DP; Peter Davis, exec producer; Kelly King, line producer. Casting Steven Mann Casting Postproduction Zulubot Max Lawlor, Jessie Posthumus, editors; Alex Boothby, online artist; Mariya Guzova, post producer. Telecine Alter Ego, Toronto Eric Whipp, colorist. Music House Eggplant Adam Damelin, audio director; Peter Pacey, sound design; Nicola Treadgold, producer; Dan Horton, Ben Spiller, engineers. Pavel Petrycki, Jenny McCracken, studio artists.

    Genre:Comedy
    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Video Tags:Francois LallierUntitled FilmsZulu Alpha Kilo



    The Docter Twins Direct Part 2 Of FactSets’ “Not Just The Facts” Comedy Campaign From VSA Partners

    Thursday, November 21, 2024

    FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.

    The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.

    The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.

    The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.

    This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.

    The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More

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