When a brand chooses to implement key creative insights in its advertising—like, for instance, the inherent impact of warm colors or uplifting music—that isn’t exactly news. But it’s always entertaining to see how a creative team takes those same insights to produce something a little offbeat.
Take, for instance, recent work by BBDO Bangkok for online insurance company Roojai.
The brand released two spots under its “Ads That Save You” campaign, a series of ads designed to ease the viewer by any means necessary. Directed by one of Thailand’s top directors, Un-Wuthisak Anarkaporn of Factory 01, each ad is based on a different insight from extensive research.
The first ad, titled “This Ad Saves Your Emotions,” is driven by research that states green colors with wavelengths of 505 to 550 nanometers can relax the nervous system, creating a calming environment. Of course, all that green can only do so much for a pair of brothers who are simultaneously dealing with a car accident and deep interpersonal conflict.
The second ad, “This Ad Saves Your Ears,” ditches loud music, voiceovers and sudden noises to spare the ears of its viewers—even when the woman behind the wheel of a crashed vehicle is ready to scream bloody murder.
“We allow customers to choose an insurance plan that suits their lifestyle, and additional benefits to help customers save more along the driving journey and in doing this, they can also save money by not paying for unnecessary services,” Nicolas Faquet, CEO and founder of Roojai Company Limited, said in a statement. “Our latest campaign and series of advertisements allow us to communicate what we stand for in new and exciting ways.”
Making insurance pop
To really drive these insights home for viewers, the agency went to great lengths to communicate its findings. For “This Ad Saves Your Emotions,” BBDO Bangkok used over 50 shades of green within the 505 to 550-nanometer window in the scene.
“Our team has never sounded nerdier than when we spent a week discussing green shades in nanometers,” shared Thasorn Boonyanate, BBDO Bangkok’s chief creative officer, in a statement.
That same determination was applied to the second spot, which needed to remove any potentially damaging sound while still creating a viewer-friendly experience.
“We decided to record whispering voiceovers with a binaural microphone, the first time ever in Thailand,” said Boonyanate. “Although the voice seemed lower, the volume is the same as you’d find in a regular ad as to avoid people thinking their phone, laptop, or TV is broken.”
This campaign contributes to a collective, global effort to liven the insurance category, which can pose a challenge to marketers. Companies like Liberty Mutual—which also released a campaign that took creative research to exaggerated, comedic heights—Progressive, Geico and Ladder have employed similarly offbeat humor not typically associated with the insurance industry.
CREDITS:
Chief Creative Officer: Thasorn Boonyanate
Creative Director: Rook Floro
Copywriter: Worrawan Chailert, Supalerk Silarangsri
Art Director: Pattanapond Ketrathon, Narakorn Puechngen, Todsapon Sripuvatanik
Group Business Director: Taksina Vasaruchapong
Group Account Director: Mira Komolwanich
Account Executive: Pornchanok Wuttitanakorn
Head of Brand and Digital Planning: Prasit Kunanuphanchai
Project Manager: Thananya Tagoporn
Agency producer: Yada Buachan
Production Company: Factory01
Film Director: Wuthisak Anarnkaporn
Film Producer: Warunthorn Charnjitkusol
Film Producer: Rungtawan Nanthasaen
Director of Photography: Pasit Tandechanurat
