Magazine article Marketing

Adwatch: Esure - 'UFO Accident'

Magazine article Marketing

Adwatch: Esure - 'UFO Accident'

Article excerpt

Ever wondered why you regularly struggle to recall the names of people you really like, but haven't seen for a while? It's because your raddled memory has been stuffed to capacity with motor-insurance mnemonics.

Bloke dressed as Nelson. Bloke dressed as elephant. Man dressed as Australian woman. Michael Winner dressed as good fairy/wicked witch. Phone on wheels. Lucky the dog. Churchill the dog. Little Bill. Tiny animated Norman soldiers.

Motor insurance brands know that we would all dearly love to forget them. That's why they toil to devise these insidious brand equities - each one a diamond drill-bit designed to bore deep into our memories and ensure that, next time our policy comes up for renewal, we will remember them.

This stuff works. So is anyone brave or reckless enough to bust the genre?

The people behind the latest execution from Esure are. My first reaction on seeing this was to wonder whether Peter Wood, the man behind Esure and many hideously unforgettable insurance brand gimmicks, signed it off. …

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