“One minute, you’re trying to get more light in the room,” the ad begins as a couple attempts to adjust the switch in their living room. Instead of the light working, an astronaut crashes through the roof of the house. “The next [minute] – you’ve got a skylight!”
Ad agency Bastion Shine, with whom the campaign was envisioned, drew on its experience across creative design and strategy to deliver the campaign vision. The lead AV spot was directed by Florence Noble and produced by EIGHT Australasia.
Richard Maddocks, chief creative officer at Bastion Shine: “We know how difficult it is to cut through in the insurance category, so we're really excited to combine the fast-moving world insight with absurd moments of catastrophe."
Tower head of marketing & CX Michelle Finch, said: “Tower has recently been named general insurer of the year by Insurance Business NZ and, for the second year running, Canstar’s car insurer of the year and outstanding value car insurance…,” said Tower head of marketing & CX Michelle Finch. “We wanted to let New Zealand know that even though life can change fast in ways you haven’t even thought of, Tower is a great option for protecting the things you love."
The campaign launched on November 6 on television, as well as digital, social, VOD, radio, and search.
