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.”
Credits:
- 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
Nailed the brief..
User ID not verified.
… except they succeeded in making me stop watching without clocking (or caring) about the name of the brand. Didn’t even know what the ad selling until reading this article.
User ID not verified.
Disgusting advert which made me change the channel and not continue watching the channel they were broadcasting on.
User ID not verified.
My friend and I just saw this totally revolting advertisement and this is the last company we would consider using!!!!!
User ID not verified.
I wouldnt have anything to with bizcover because of that disgusting ad !
User ID not verified.
The most disgusting advertisement I have seen ,I wouldnt buy insurance from that company because of that advertisement. It makes me feel physically ill .
User ID not verified.
Disgusting, gross ad. Not what you want to see ever, let alone when sitting down to a meal. Doesn’t make me want to go to their website and buy insurance. Makes me want to vomit and change the channel permanently so I don’t risk seeing it again. Missed the mark completely with this ad. Bad, bad, bad
User ID not verified.
horrible ad, negative effect, wouldn’t use their insurance because their ads are disgusting, leave the ‘gross out stuff’ for people that stuff, not the whole population.
User ID not verified.
this ad is totally disgusting, it makes me sick and it should be removed
User ID not verified.
I would never deal with BIz cover. If they have to resort to showing disgusting ads to get business I feel sorry for them.
To me it is a turn off.
User ID not verified.
The marketing company are absolute pigs
User ID not verified.
Disgusting ad.
You may be eating and come across that crap!
As a business owner I will make sure I never use this idiotic insurer or the idiotic marketing company.
User ID not verified.
Not sure how an advert like this can be so polarising for people (not sexist, racist – just footist). May not be pleasant to watch, but to make a judgement call on a whole company just from an advertising brief – quite sad how fickle society has become…
User ID not verified.
Fucking disgusting. Watched it while eating. Felt disgusted all day .
[Edited under Mumbrella’s comment moderation policy].
Some one should take these [edited under Mumbrella’s comment moderation policy] to court.
Fucking gross
User ID not verified.
Please stop showing this ad!
User ID not verified.
Whatever whizkids dreamt this one up and successfully pitched it to a gullible client, must be barfing all the way to the bank. Crass and meaningless all in one. Give me a gentle fart bubble in the bathtub any day.
User ID not verified.
This ad should be banned!
It is disgusting.
Would never buy anything from these idiots.
Who ever thought this was a good marketing plan?
[Edited under Mumbrella’s comment moderation policy].
User ID not verified.
Totally disgusted by this ad, it’s not cleaver it is a short cut to lost leads through people who think they are innovative NOT!
User ID not verified.
Sounds like you’re still working at Earwax Dean.
Michael Gootlieb is all over Tristan Viney’s finest work like flies on poo.
Hey there’s an idea for your next ad you [edited under Mumbrella’s comment moderation policy].
User ID not verified.
It’s revolting and visually drowns out any message, but jeeze it made me laugh! Thanks Eardrum.
User ID not verified.
I wouldn’t buy insurance from this mob if my life depended on it. Their commercial is the most disgusting think I have seen in a long time and the fact that it can be televised during family time and for some like us, dinner time shouldn’t be allowed. Puts me off my food every time. How it can make people want to buy from them is beyond me.
User ID not verified.
Your toenail ad is discusting and I predict that you will loose clients.
User ID not verified.
No tolerance for this crass ad. BizCover will never get my business on principal, in fact I switch the channel. I wonder if the TV Exec’s have considered how many viewers switch to a different channel?
User ID not verified.
So disgusting that I change channels as soon as this ad comes on, I think whatever they are selling is just as disgusting
User ID not verified.
This add turns everyone off when it is shown. Its disgusting, makes me feel sick to the stomach. If this is the reaction you are wanting from people then you have reached the lowest of the low with your standards as an insurance company.
User ID not verified.
If I could only bar adds like this from my TV.
It’s just a disgusting add that even turns you off your food & makes you just change the channel.
Last thing you’d do is ever go to them after seeing that.
There loosing customers b4 they start.
User ID not verified.
This is the most disgusting add i have ever seen, if i wanted business insurance it would never be BizCover, absolutely gross, you should take it down.
User ID not verified.
Disgusting ad. Would never buy anything from a company who shows such tasteless ads. I switch off immediately.
User ID not verified.
Disgusting, revolting, horrendous, filthy dirty ugly looonnnggg toenails facing our vision on a frequent interval. Get it off…Please….before we all vomit. This is just a tremendous energy on your part to turn people off your business because it has done so with me!!!
User ID not verified.
An experienced marketing company should know that what a viewer sees is associated with a business, good or bad, the industry tevolves around that tenet. This is so disguising that most people would immediately associate and relate a vile experience with the company. A hard wired turn off. That certainly did it for me.
User ID not verified.
Looking for where to complain; and get this ad taken off air.
User ID not verified.
absolutely if you guys have half a brain you must realise that it turns peoples stomach and want nothing to do with you lot!!!
User ID not verified.
I think it’s time this Company seriously looked at their marketing department before they go bankrupt. It is that gross I’m sure potential customers would deliberately go elsewhere rather than deal with a company capable of such low standards.After a few seconds of the toenail ad I changed channels. This then has a flow on effect for the TV channel and other legitimate advertisers.
I hold 10 Boss in equal disgust for agreeing to air the ad.
User ID not verified.
If you can’t see how 99% of people, including me, find this ad one of the most disgusting thing I’ve EVER seen on a screen (& I’m a 43 year old, white, Aussie male, so that’s saying something!) then you need your head read mate!
You know that people actually eat food while watching television?
I, personally, will stay well clear of BizCover and the advertising company involved.
The advertising company are actually responsible for some amazing campaigns, so I’m REALLY surprised that they resorted to this garbage!!!
User ID not verified.
Guys go to their reviews and give them 1 star.
User ID not verified.
Selling via viewer revulsion is the last gasp and chosen by a company I would never use.
User ID not verified.
Successful in turning viewers off the advertisement entirely.. To switch channel and not giving too hoots what it was for!! Marketing fail!!
User ID not verified.
I would not buy this insurance under any circumstances. Fortunately I have been able to fast forward. Wot idiot thought this would sell anything
User ID not verified.
Definitely doesn’t have any type of positive impact, I hope the business goes broke! So disgusting! Take it down!
User ID not verified.
I think Eardum got it totally wrong, way to gross!!
User ID not verified.
The Only Thing your ad is doing is make me switch it off the second I see it come on . NOT the way to get people to watch about your product. Gross
User ID not verified.
Who is the disgusting human being that lets his toe nails get like that
User ID not verified.
I actually went on your website after seeing this ad..which obviously is the idea! But here’s the bit your advertising agency missed..you’d be an idiot to take out insurance because you viewed a foul advert. I went on there to see what sort of a company thought this would be a good idea?!? I know about subliminal messages, where you will remember a company when you need their product..unfortunately you’ll be remembered for a really stupid stunt! I gagged when watching, your agency should be fired for this! They’ve cost you business.clear message by these reviews.
User ID not verified.
Whoever came up with the idea for this advertisement is silly and obviously cannot create an effective marketing plan. It does not capture peoples attention for insurance, instead the message for it goes down the drain. It makes me want to change the channel, especially when sitting down to a meal. Should be removed!!
User ID not verified.
Totally disgusting ad. Does nothing to make me want to buy anything! In fact it makes me turn to other things to stay away from any company that put that shit on. Loosers to think that would work!
User ID not verified.
As a American living in Australian I usually find your commercials witty and entertaining-what were you thinking on this one??? Nothing like eating your dinner and seeing this disgusting commercial!! Come on….
User ID not verified.
Totally Agree!
User ID not verified.
Repulsive advertising, I would never use this company
User ID not verified.
the ad me physically vomit and less likely to take the company seriously- please stop showing it!
User ID not verified.
Just watching SBS food channel when this ad came on felt totally grossed out! Don’t get it.
User ID not verified.
Absolutely agree.. get this ad off the tv.
I will never use your company.
User ID not verified.
What a turnoff. Definitely would not use you for insurance
User ID not verified.
Dirty bastards right at dinner time
User ID not verified.
Totally agree mate, I can’t change the channel quick enough when it comes on and as far as good advertising, I didn’t even know what they were trying to sell until just now when I forced myself to watch it so I knew where to find a post to comment on my disgust. Anyway my bitch and feel better now cheers.
User ID not verified.
This is part of the downfall of Australia
User ID not verified.
This ad is total tally disgusting and in appropriate. Id never ever have anythi g to do with bizcover. Please get rid of this ad.
User ID not verified.
A disgusting move to sell a product! I would never get insurance policy from you just because you have decided to flood the airwaves with this offensive commercial! It’s actually making me not want to watch the tv.
User ID not verified.
Disgusting ad,????
Can’t see you think people would want to do business with you.
Please, how can we remove this ad?
Who do we turn to?
User ID not verified.
So disgusted with this assault on my senses, it does not convince to buy insurance either, take it down, please
User ID not verified.
Get rid of it! Why would you do that???
User ID not verified.
Just dumb arse marketing. Who OK’ed it? Should be sacked.
I can’t believe they are still wasting money on it on “Prime Time” TV.
User ID not verified.
I agree this ad is absolutely disgusting. It takes a specific type of cretin to foist this filth upon the public.
Insurance and insurance companies are shyte at the best of times, but this…..
User ID not verified.
This ad is a reflection of how some leeches in the rarified air of the advertising and business world view Australians. They must have to think we are population of low brow, crass, bottom feeders to have decided that this grotesque ad campaign would be acceptable to television viewers.
That this ad made it to air also confirms the parlous state of network television revenues.
User ID not verified.
Get it off
It’s vile & should be band
Some low lives will try to get this stuff on air
& the tv low lives approve it
They think it funny, but they won’t be laughing when they realise the results of this rubbish
I own a small business & I’ll remember to stay away from them, no matter the savings
User ID not verified.