McCann has crafted a new ad for Zurich Insurance looking ahead to spring, which may seem appealing to you, but is certainly less so for the snowmen depicted in the ad, entitled “Save the Snowmen.”
The spot opens on a series of snowmen, melting slowly, and the message, “The first day of spring, somewhere in the Alps.” A dejected child pushes, while another boy replaces one of his snowman’s button eyes. Then a climate-controlled Zurich truck rolls up, filled with other snowmen, and takes them higher into the mountains. From the truck, the snowmen ride a ski lift and trek still further up, pulled by cross country skiers. Eventually they find themselves high up on a mountain peak, safe from the spring thaw.
It all makes for a cute little story, hard as it may be to relate with a negative portrayal of spring as another harsh winter is approaching. But while it’s an entertaining little ad, it’s so far removed from being related to Zurich’s services that many won’t realize what the ad is even for. Unless, of course, they insure snowmen.
Credits:
Advertising Agency: McCann Worldgroup, London, UK
Executive Creative Director: Lee Tan
Global Creative Director: Miguel Bemfica
Copywriter: Curro Piqueras
Art Director: Cristina Caballero
Digital Creative Director: Adrian Finzelberg
Creative Director: Rachid Ahouiyek
Agency Producer: John Cheesemore
Designer: Faissal Otmani
Account Director: Petra Stachowiak
Global Account Director: Marina Specht
Account Planner: Wolfgang Eigner
Microsite Production Company: 247GRAD, Koblenz
Creative Director: Thomas Berg
CEO: Sascha Boehr
Film Production Company: Fish Films
Producer: David De La Flor
Director: Salmon Holmboe
Editor: Jose Ramon Lorenzo
Music: Pablo Martin Caminero
Post Production: Big Buoy