TAL chooses life over death in new insurance campaign from BMF

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.

BMF creative director, Alex Derwin, said it was important for the brand to get a positive message across and help them learn about the TAL without being negative.

“Life insurance ads often end up being about death, so it’s great to make one that wasn’t,” Derwin said.

“We’ve made something that pays tribute to real Australians and their unique lives, without ever tipping into sentimentality or cliché. A lot of credit has to go to the client for giving BMF and Kim the freedom to pull off something so genuine and affectionate.”

The ad, cut into 60 second, 30 and 15 second versions, will be supported by outdoor and digital and will also help promote a new innovation by the company allowing people to build their own policies.

TAL general manager of brand marketing, Antony Wilson, said the idea was to focus on the role of insurance in protecting people.

“As a leading life insurer in Australia, we believe that we have a responsibility to invest in raising the awareness of what life insurance does in the community,” Wilson said.

“Through this campaign, we hope to remind Australians why they love their Australian life.”


  • Agency: BMF
  • Executive Creative Director: Cam Blackley
  • Creative Director: Alex Derwin
  • Art Directors: Dave Ladd and Nicole Hetherington
  • Copywriters: Dave Ladd and Simon Fowler
  • Designers: Dave Ladd and Lincoln Grice
  • Executive Planning Director: Christina Aventi
  • Group Strategy Director: David Warren
  • Managing Director: Stephen McArdle
  • Group Account Directors: Danielle Richards and Emma McJury
  • Senior Account Director: Aisling Colley
  • Account Manager: Kimberly Ngo
  • Agency Producer: Jenny Lee-Archer
  • Director: Kim Gehrig
  • Production Company: Revolver
  • Production Co. Managing Director/EP: Michael Ritchie
  • Production Co. Executive Producer: Pip Smart
  • Production Co. Producer: Serena Paull
  • Post Production: Framestore London/The Editors Sydney
  • Editor: Tom Lindsay (Trim London)
  • Music and Sound: Chandelier (Furler/Shatkin) by The Vitamin String Quartet/Level 2/Rumble Studios
  • DoP: Ryley Brown
  • Photographer: Ali Nasseri
  • Creative Service Director: Clare Yardley
  • Digital Producer: Laurence Pogue
  • Art Buyer: Basir Salleh
  • Print Producers: Karen Liddle and Jane Winnick

Client Credits:

  • Fiona Macgregor – Chief Customer and Innovation Officer
  • Antony Wilson – General Manager Brand, Marketing Communications, Digital and Social
  • Cheryl Pearl – Senior Manager, Brand Strategy
  • Camille Heiss – Campaign Manager, Brand


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