Willed makes will writing ‘dead easy’ in first ever TVC via Hardhat

Willed, an online will writing platform, has launched its first ever TVC campaign created by independent creative agency Hardhat.

‘Dead Easy’ is a lighthearted spin on creating a will, acknowledging that preparing for the inevitable can often feel daunting and dark.


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The campaign is fronted by vampire Count Gregor, who has seen many come and go in his 700 years, and is more familiar with the importance of writing a will than anyone.

Spearheaded by a 45-second TVC, the campaign depicts Gregor in hair and makeup on setting, talking direct to camera about the ‘delicious people’ he has met in his long life, revealing that the first thing he always asks (before he feeds on someone), is ‘are your affairs in order?’. Gregor claims that while he is a vampire he is ‘no monster’, and encourages his victims to easily create a will with Willed, before he dines.

Ariella Birnbaum, marketing manager at Willed said: “Writing a Will online is a relatively new offering in Australia, so we’re excited to introduce them to the market with Hardhat in a way that’s approachable and amusingly honest.”

Hayley Read, senior strategist at Hardhat added: “As a new offering, we knew it was important to convey the functional benefits of doing your Will online including speed, ease and security. Alongside this, as a new brand, we needed to do it in a way that was likeable and distinctive.”

Count Gregor, Willed ambassador and vampire was quick to come on board: “When Hardhat came to me with their idea, I was like, finally. I mean, I have been telling people to get a Will for centuries. I said it to Ned Kelly, I said it to Prince. Now I say this to all Australians. Get a Will with Willed. It’s dead easy.”

The ‘Dead Easy’ campaign went live over the weekend across free-to-air television, digital and social.

Hardhat’s Dan Monheit is set to speak at the Mumbrella Automotive Marketing Summit in Melbourne this September, presenting key research insights from Hardhat on ‘behavioural bias’ and how customers value, choose and remember the experiences they have had.


Client: Willed
Creative Agency: Hardhat
Media: Media Republic (TV) & Magic (Digital)
Production Co: Guilty
Director: Edwin McGill
Executive Producer: Jason Byrne
DOP: Adam Howden
Offline Editor: Billy Browne
Grade: Martin Greer
Online: Alex Evans
Sound: Justin Bodanac, Front of House


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