Stuntman compares himself to Chris Hemsworth in iSelect ad
iSelect has released a new campaign via Fenton Stephens, featuring a stuntman who describes himself as “better value” than Chris Hemsworth.
The comparison between the two is depicted in the campaign is representative of the better value iSelect offers its customers.
In the 60-second spot, which was shot at a castle in Prague, the stuntman, named Bobby Holland Hanton, performs stunts while telling the audience why he is better than Hemsworth, such as being an actor and a personal trainer, and being in more movies than Hemsworth.
iSelect executive – marketing Paul Coco said: “We wanted to show people in a humorous way that iSelect compares more than just health insurance. So when they try to find a better deal on all the other essential stuff, like energy, internet and car insurance, they know iSelect has them covered.”
Fenton Stephens chief creative officer Alex Fenton commented: “The idea to use Bobby Holland Hanton was based on a better-value insight – what we didn’t know was that Bobby’s a cool, great value individual. Lots of fun to work with and meticulously professional.”
It was an international effort with the spot directed by Adam Gunser, who directed remotely from New Zealand. Good Oil’s Melbourne-based director Tom Campbell was in Prague, Stillking managed local production, cinematographer Antonio Paladino flew in from Berlin, visual effects from Blockhead and editing came from The Editors in Sydney, and an original composition was from Nir Tsfaty and sound by Production Alley in Melbourne.
Credits:
Client: iSelect
Executive – Marketing: Paul Coco
Public Relations Manager: Jessie Petterd
Agency: Fenton Stephens
Chief Creative Officer: Alex Fenton
Chief Executive Officer: Simon Antonis
Senior Planner: Clint Mellsop
Copywriter: Isabel Evans
Art Director: Amanda Chen
Director of Client Services: Amy Stephens
Account Manager: Charissa Martin
Agency Producer: Lisa Ramsey
Production Company: Good Oil
Director: Adam Gunser
Stunt Double Director: Tom Campbell
Producer: Tracey-Lee Permall
Executive Producer: Juliet Bishop & Simon Thomas
Facilitation Prague: Stillking
Facilitation Producer: Adam Lux
Line Producer: Alexandra Vondráčková
D.O.P: Antonio Paladino
Editor: Mark Burnett @ The Editors
Post Production: Blockhead VFX
Colourist: Billy Wychgel
VFX Sup: Hitesh Patel
Production Design: Radek Hanák
Sound: Production Alley
Sound Engineer: Rodney Lowe
Sound Producer: Les Molnar
Composer: Nir Tsfaty
With share price of 19.5 cents and an ongoing dogs breakfast of a marketing strategy, you would think that the Directors would step in and act to fix the fall and the failures of the last 5 plus years. This ad is just another experiment in how to destroy a brand. Seriously, woefully bad performance deals, marketing reset after reset and an all over the place marketing planning have destroyed the market share, brand recognition and consumer consideration set that iSelect enjoyed for many many years. What a tragedy watching it implode.
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