NobleOak highlights the fine act of taking out insurance via Mr Wolf

NobleOak has launched the latest iteration of its life insurance campaign via its creative agency Mr Wolf.

With the same tongue-in-cheek tone as previous campaigns, the new work sees the return of ever-noble Sir Roderick and his manservant Bletchly, also introducing new characters, Sir Roderick’s teenage daughter Skye.

Other assets:

Puppychino 15″:

Tony Singleton, managing partner at Mr Wolf explained: “We wanted to build on the successful elements of the first campaign – the distinctive characters, engagement and humor – while retaining the overt link to the idea of more noble life insurance. And Sir Roderick’s decidedly modern teenage daughter gives us a whole new relationship to explore.”

The new campaign builds on the first iteration’s focus on the noble act of taking out life insurance, also highlighting NobleOak’s high standards of service and value.

Michael Stevenson, managing partner at Mr Wolf, said: “Receiving an Effie nomination for the original campaign was great acknowledgment of the campaign’s effectiveness, but there’s no better recognition than the outstanding sales results it generated. We’ve been really looking forward to building on this success for NobleOak in this next chapter for the challenger brand.”

NobleOak CEO, Anthony Brown said: “NobleOak is a company that for over 145 years has believed in the noble purpose of helping others protect what matters most. The campaign reiterates our belief that there is nothing more noble than looking after your family – life insurance will ensure your loved ones are looked after financially if you were no longer around to do so. Mr Wolf has introduced a level of humour and relatability to a serious topic that makes for a very memorable campaign.”

The campaign launches on free-to-air and pay TV across Sydney, Melbourne and Brisbane, with a suite of supporting assets to roll out from late September.


Mr Wolf
Strategy: Tony Singleton
Managing Partner: Michael Stevenson
Creative leads: Joe Van Trump, Kelli Anderson, Steve Liu
Agency Producer: Tanja Perl

CEO: Anthony Brown
Head of Marketing& Digital: Robert Treacy
Senior Marketing Manager: Jacqui Conder
Marketing Specialist: Kayleigh Ritchie

Production Company: Beautiful State
Director: Nick Robertson
Executive Producer: Kim Kirby
Editor: Danny Tait
Sound: We Love Jam – Andrew Stevenson
Stills Photographer: Sean Izzard

Tug Media – Charlie Bacon


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