BizCover tries to gross out viewers with ad so they stop watching and buy insurance instead

Overgrown dirty toenails and other uncomfortable experiences are the feature of an ad campaign from small business insurance provider BizCover.

The TV ad, created by Eardrum, aims to make viewers squirm and ultimately stop watching, in favour of visiting the BizCover website and taking out insurance.

Launching on TV and radio, another ad features people farting in the bath.

Michael Gottlieb, founder of BizCover, said in a statement: “Insurance is a low-interest category, with a lot of insurance advertising having low recall and a low talkability factor.

“So we wanted to shake things up with a campaign that would make people talk and something that they will remember. We know this campaign will polarise but we hope it will get people talking.”

Tristan Viney, creative director at Eardrum, added: “There’s a certain irony in Eardrum creating an unwatchable TV ad, but the benefits of businesses going to BizCover to compare and insure are outlined clearly and the results are speaking for themselves.”


  • Head of Marketing: Sharon Kenny
  • Marketing & Communications Manager: Narelle Cole
  • Founding Creative Director: Ralph van Dijk
  • Creative Director: Tristan Viney
  • Producer: Jessie Williams
  • Production Company (TV): Rawkus
  • Director (TV): Rick Spence

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