TAL chooses life over death in new insurance campaign from BMF

July 25, 2016 2:01

TAL, Australia’s largest life insurance brand has launched a major new campaign aimed at changing people’s perceptions of life insurance in a move to disrupt sector.

The campaign uses the work of expatriate director, Kim Gehrig, to celebrate life in Australia, with the tagline ‘This Australian Life’.

In a departure for the sector, which regularly plays on people’s fears about the financial gap that is left when a family member dies, it instead uses a slideshow of images of Australians at work and at play.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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4 COMMENTS

Mmmm 26 Jul 16

Just saying something is disruption doesn’t make it so. Another disingenuous, sentimental and pretentious campaign by a major corporation. Well done BMF

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JC 26 Jul 16

Not quite sure if the words disingenuous, sentimental and pretentious make sense when all used in the same sentence?

Disruption can take place in all shapes and forms. Will be interesting to see how they intend on disrupting an industry that is perceived to be a laggard. Only time will tell.

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Anonymous 26 Jul 16

Well done TAL! It’s a credit to you and BMF to have developed this creative, positive and energetic ad.

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Michele 28 Jul 16

What is the song because why i want to know

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