Featuring two 30-second spots for television, with accompanying pushes on radio and social media, the campaign centres around a charming model village that shows just how wonderfully rich our lives are, from the feeling of owning our first home to the all-new responsibilities parenthood brings.
It's quite the contrast from Beagle Street's spot by The Corner in 2014 when the Advertising Standards Authority received over 100 complaints, deeming its hero character monster too scary for children. Or perhaps the similar "life insurance is scary" slant by Above+Beyond in early 2019.
Speaking of this latest offering, director Noah Harris said: "In the final throes of making these films, it became apparent that one of the creators had the word 'quiche' tattooed on his arm. A discussion ascertained that this was no hipster ironic-ism, but a leftfield (and obviously permanent) celebration of his grandmother's culinary skills.
"That's the kind of thinking that went into these films. A joyously fun celebration of Britishness through the prism of the model village, a loving recreation of the world we live in, in miniature."
The imaginary world and characters that enjoy model village proportions were created by renowned model maker Andy Gent, best known for his work on Wes Anderson's Isle of Dogs.
The result is two 30-second ads, alongside a one-minute brand film, featuring momentous, yet relatable, moments in people's lives, frozen in time and narrated by a rhyming voiceover. The films show us how life insurance can help provide people with the peace of mind to focus on what really matters.