NZI insurance advert


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I don’t always watch telly. But when I do I can’t help noticing advertisements which, in my opinion - completely miss the mark. Because I have to see them over and over. Their pitfalls just become more and more embedded in my mind.

These adverts cost huge sums of money and have had a lot of work put into them. But like all creative projects, if the original idea is crap - then the result is going to be crap. A good idea executed with a minimal budget is aways going to trump a crap idea with a huge budget. 

Ok so this NZI Insurance Advert. Take a look at that. Awesome animation work captures viewers attention, but the message is confusing, and no doubt the opporsite to what they want to portray. I remember watching this for the first time trying to figure out who is for and what they are advertising. There is this old chair.... and it constantly tips over dropping the poor user unexpectedly onto the floor. The chair is then angrily thrown away only to do it again to someone else.

Finally people try to blow up the chair to no avail - and then it ends with the tagline; “Bad’s not going anywhere. Neither are we.” NZI Insurance.

So what I get from that is; NZI Insurance is the chair upon which I rest my faith.. but they will fail and let me down, without warning, at anytime.. and they do this to everyone.. and we cannot ever get rid of them?

This advert was created by and I’m sorry.. but it really sucks. You guys can and have done better.

Jon. Tarr is the creative director at activate design



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