Insurance companies aren't really known for their exciting advertising campaigns, but specialist insurer Hiscox is changing all that. Following on from its ‘most disastrous campaign ever’ that targeted copyright infringement risks campaign, the new work, created by Uncommon, focuses on collectors' items.
The adverts rely heavily on beautifully crafted copy and elegant imagery, and target audiences who have precious collections such as fine wines, rare watches, fashion pieces, art, antiques and jewellery. This is not just your bog-standard insurance.
The adverts are sparse in their art direction, with simple, refined images and longer-form copy.
Example copy is: "Made over a century ago by sixth-generation goldsmiths in Florence, your Grandma’s ring is so beautiful it draws gasps from people who see you wearing it. And jealous looks from cousins who thought they would inherit it."
Or: "5,000 silk threads. An iconic pattern. A world famous label. Worth a few thousand pounds new, this dress was well liked upon release. But when it went from being the designer’s latest piece to his final one, tragedy made it a masterpiece."
For watches, the copy reads: "Painstakingly made. Deadly accurate. A handful of 70s watches were so beautifully crafted, time still hasn't caught up with them."
Each bit of copy is followed by the tagline: "Some things are so special, only a specialist insurer will do." Now you might think that the double 'special' would ruin things here, but somehow it works.
“While this campaign is beautifully crafted, the reality behind it is serious," explains Fiona Mayo, chief marketing officer at Hiscox UK.
"Many homes contain valuable collections that are often underinsured, or not insured at all and a single break, spill, or misplaced valuation can have consequences that go far beyond the financial. We wanted to shine a light on the passion and personal history contained in these items, and why they demand specialist home and contents protection."
"The things we cherish aren’t important because of how much money they’re worth. They matter because of the story attached to them. Every story is different, every story is personal, but they’re all worth protecting," says Richard Biggs, creative director at Uncommon.
"The lovingly crafted, long-copy press ad has become a bit of an endangered species in recent years. But, here, it’s the perfect medium for Hiscox to show they understand the true value of their customers’ valuables."
Personally, I'm a fan of long-copy in adverts, so I'm glad to see it make a welcome return here for Hiscox.
