Outsurance taps into emotion to make buying insurance worthwhile

Outsurance's 'Come with Us' commercial takes an inspired perspective to the grudge purchase that insurance tends to be. In the ad, the brand becomes part of a couple's life journey from the quintessential boy meets girl, misfortune to the most memorable instances in which having cover works to one's advantage.

The choice of “Paradise Road”, by South Africa’s iconic ‘80s all-female vocal group, Joy, makes the Outsurance advert even more compelling. The song and the story of the ad, which follows a young couple as they meet for the first in their youth to building a home, draw on the viewer’s own sense of beauty and nostalgia.

The development of the young couple’s relationship is seen over the years and Outsurance is there with them all the way, with different products for all life stages. The brand very smartly steps away from showing a single product thereby pigeonholing itself, but shows a suite of products on offer.

Agency and team credits

Ad title: Come with Us
Country: South Africa
Client: Outsurance
Creative agency: Outsurance
Account director: Carl Louw (CMO)
Executive creative director: Bryn Puchert
Copywriter: Bryn Puchert
Art director: Nicole Binikos
Business unit director: Leana Dreyer
TV production: Bryn Puchert
Media planners: Tyler Montalto, Annie Breugem
Production company: Darling
Recording studio: Stirling Sound
Executive producer: Lorraine Smit
Music and sound design: Lourens Persson
Agency producer: Fundi Shezi
Director: Chloe Coetsee
Director of photography: Michael Cleary
Production art director: Lauren Wilensky
Editor: Jason Basson
Post-production: The Ludus
Stills photographer: Jurie Potgieter

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