Now and always
Client
Absa
Year
2019
Tender TV commercials for Absa Life Insurance that let consumers know they could secure their loved ones' futures through Absa — relatable, heartfelt, without turning life insurance into a grudge purchase.
Overview
As a bank, Absa is not widely known for providing life insurance. This campaign's priority was to let consumers know that they could now secure their loved ones' futures through Absa Life. The commercials needed to be relatable and tug at the heartstrings — without making life insurance feel like a grudge purchase.
Challenge
Life insurance is often seen as a necessary but guilt-inducing or distant product. The challenge was to communicate Absa Life in a way that felt tender and human: honouring why people protect their families without leaning into fear or obligation.
Idea
Create a campaign that touched people's hearts without making them feel guilty. Lead with relatable, everyday moments — the legacies we build, the people we care for — so that securing their future through Absa Life feels like a natural, caring choice rather than a cold financial decision.
Let's create something worth watching.
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