DRTV for MORE THAN

You, your mum, your friends, me ... all of us. We share the general perception that insurance providers say they're on your side, but when push comes to shove, it's bull. Well, MORE THAN recognised this. Then launched a new ATL campaign to position them as the provider who is working to undo such negative and pervasive perceptions.

We were briefed to create the DRTV for this new positioning.

Each script opens on a statement or question that challenges the classic assumptions people come to when it's time to buy/renew insurance. This generated a provocative TOV - the hook - before diving into the hard sell.