Johannes Leonardo Lifts Off for Sonnet Insurance

By Erik Oster 

Back in September, Johannes Leonardo kicked off a launch campaign for online home and auto insurance provider Sonnet Insurance with a pair of spots featuring voiceover narration by Michael J. Fox.

Now the agency has released a new addition to the campaign, retaining the “What’s the best that can happen?” tagline and focus on optimism, while, unfortunately, not bringing back Fox. Instead, the animated “Balloon” follows the journey of one lonely balloon through a series of near catastrophes. It’s all set to a tune whose chorus matches the brand’s tagline, as the balloon is nearly popped again and again only to narrowly avoid disaster en route to its ultimate destination.

The spot will almost certainly be compared to September’s “Balloons” spot for the iPhone 7. Johannes Leonardo’s effort promotes a different message but the similarity between the premises is clear as both ads likely drew inspiration from French director Albert Lamorisse‘s 1956 short film The Red Balloon.

“Other insurance companies push you to expect the worst. For us, a wayward balloon was the perfect metaphor counter that negativity,”Johannes Leonardo creative director Mike Blanch said in a statement. “In life, there are things that are simply out of your control. You can go through life dwelling on those things, and feel all the worse for it. Or you can turn around and ask yourself, ‘What’s the best that can happen?'”