‘Oblivious’ humans under attack from alien invasion in Budget Direct campaign
‘Oblivious’ consumers are the centrepiece of Budget Direct’s latest campaign push featuring detective Sarge.
In the ad, Sarge laments how oblivious consumers are to potential insurance savings, as he himself appears oblivious to the alien attack happening right next to him. Instead of running scared from the aliens around him, as everyone else is doing, Sarge instead wants to know why they’re paying too much for their insurance.
Sarge was unveiled in September last year in a radical new marketing direction for the insurer.
Directed by top London director Danny Kleinman and with huge sfx budget via Alt. This is one hell of an expensive campaign.
So congratulations to all involved for the craft, but the idea at the heart of it all just seems a bit meh. Like an expensive Hollywood flop, with a big star and sfx piled on yet a script/idea that nobody really engages with.
Big budgets and ambitious ideas are great, but it’s all about the idea and the script at the end of the day.
The client’s name is Budget Direct, yet it look’s like it has a million dollar ‘Hollywood’ budget.
Whyyyyy?
It definitely gets noticed when it comes on the telly and rises above the bland same-sameness of the category… as well as the other dross too. Could the idea be tightened? Yes. But at least we have a marketer who’s trying to do something interesting and different.
My guess is it is working well as they keep investing in the campaign. We need more clients and briefs like this.
Bingo