Great Scott, indeed.
Online insurer Sonnet announced Monday that it is making its debut in Canada through a series of television ads starring
Back to the Future actor Michael J. Fox.
The TV spot ads were produced by New York-based creative agency Johannes Leonardo.
One ad depicts a giant hand posed in a thumbs-up gesture launching like a rocket ship, while Fox’s voiceover ponders on the definition of optimism. The other ad depicts life’s journey from an infant’s point of view—Fox’s narration invites viewers to preserve their childlike optimism.
“We wanted to match the audaciousness of what’s been going on behind the scenes [at Sonnet] and clearly state our ambition to change insurance for the better,” Johannes Leonardo creative chief Leo Premutico told
Adweek. “The thumbs-up, the most simple visual expression for optimism there is, felt like the perfect vehicle to do so. We had to be arresting and make sure Canadians understand Sonnet is not your typical insurance company.”
Premutico described Fox as “a living demonstration of the power of positivity.” The Canadian-American actor was diagnosed with Parkinson’s disease in 1991 at age 29; since then, he became one of the world’s staunchest advocates for research towards discovering a cure for his condition.
“He’s a truly inspiring individual, and just spending time with him in the recording booth is an experience that stays with you,” Premutico said. “His talent, humor and presence shine through as strongly as ever, and his unique voice leaves an indelible mark on the advertising.
“We wanted to remind our audience of how precious that positive frame of mind we are all born with really is and inspire them to protect it while they’re insuring their things.”
“In a category overpowered by pessimism, it’s easy for this audience to feel cynical,” commented Sonnet VP of Marketing John Rocco. “The heart of this campaign is not simply to introduce a new insurance company, but to do it in a way that breaks through that cynicism about what’s possible, and show that insurance can be fast, fair and clear.”
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