Nigeria’s leading insurance provider commissions Blueprint9 to create a Television and Radio commercial launching a new set of insurance policies. The campaign titled ‘Vantage Point’ presents a three-dimensional insurance policy for Home, Automobil, and Personal Injury. Paris Harcourt came up with a concept to cover all three policies in a three-part television commercial for international broadcast across Africa with a particular focus on the Nigerian market.
Each of the three commercials follows the life and perspective of three main characters who are the Homeowner, Automobil Driver (and family) and finally, a healthy fitness enthusiast known as the Jogger. Within the space of just 30 seconds, we can see how a lapse in concentration can detrimentally affect many lives in so many different ways.
A morning jogger is distracted whilst swatting a fly whilst jogging across a (not so busy) road, at this very moment a car traveling along with a mother driving her twin boys is distracted by the usual play expected by youngsters riding in the back of the car, as she loses her attention for a split moment she is unable to see the jogger who is swatting the fly who at this point is in the middle of the road without a clue of the oncoming traffic. The mother reclaims her attention seconds before contact with the jogger and manages to swerve out of the way, unfortunately, she loses control and plunges into a nearby house which is occupied by a young man who was off work due to illness. As the homesick young man realizes the milk he has used for his cereal is sour he gets up and walks a few paces merely missing the mother who plunges through the wall of the man’s apartment nearly costing him his life from the impact. If it was not for the milk being sour it may have been the case that the young man lost his life as he was sitting in the exact position in which the car ended up just seconds before.
The car was ruined, the jogger fell over and sprained her ankle, the homeowner had a huge cavity in the front of his home destroying his lounge entirely. The entire situation was not as diabolical as it could have been this was because the Jogger, Car Driver, and Homeowner were all covered by Leadway Assurance. Each perspective from all three characters is played out over 30 seconds in three different episodes of the same advert series, the fourth episode is titled ‘The Aftermath’, within the aftermath, we are able to see that all participants survive the accident as we see them relieved with smiles whilst the emergency services take care of the wreckage – at this point the audience discovers all participants are covered by the same insurer, Leadway, and everyone lives happily ever after. In addition to the aftermath (episode 4), Blueprint9 produced a 5th episode which spans 60 seconds in duration. The aim of the 5th episode was to play out the entire scenario from each of the 3x perspectives with the inclusion of the aftermath as one piece.
Each episode of the 3 part TV advert is to be played at different times creating a synergy for the audience as they piece together the story over a period of time. Only after some weeks or months after seeing all advert episodes, the audience will be able to understand the full impact of the different types of insurance policies offered by Leadway Assurance and subconsciously (at a time of their own) sign up for one or all of the policies due to the fact they have grown to understand the benefits of this real-life situation through their own cognitive subjectivity.
The advert was written by Paris Harcourt for Blueprint9 and filmed in South Africa. A three-part radio commercial accompanied the television commercial which syncopated with billboards, posters, and all other media in the marketing communications mix. Different parts of the campaign have been used across Africa with the main advertising and marketing in Nigeria.