In a 60-second advert, the insurance intends to remind consumers of life's "precious growth moments" using a man’s journey through his early years. The character's depiction aims to be an emotional testament to what people face in their everyday lives, such as births, deaths, successes and fears.

The narrative starts with a couple having an argument in the car, which quickly leads to a 'sorry'. This is followed closely by their growth moments, including:
  • partying until 02:00 which becomes 02:00 feedings,
  • sushi date nights, which becomes fish fingers with their children,
  • carefree skateboarding, which becomes standing up to deliver an eulogy at a father's funeral,
  • facing a potential disability, which then becomes a recovery period, and 
  • working for someone, which turns into becoming one's own boss.
The advert ends off with a recap of life's trials and tribulations and aims to remind its audience that though growth is not easy, at the end of the day, it's what makes life worth living.

"These are real-life moments — raw and honest — and we believe through emotively connecting with the consumer that we are able to really bring to life the positive impact of long-term insurance," says Katharine Liese, head of marketing at 1Life Insurance.

"[We do this by] removing the 'fear-driven' messaging from traditional insurance advertising and [by] really creating a distinction in the brand that's unique and dynamic in this space," adds Liese.

"We want South Africans to not only identify with their growth moments and life's changes. Most importantly, [we want them] to know that no matter how life changes, or the growth they choose for their lives. 1Life has a solution to protect their family's financial future. It is about creating resonance with the everyday consumer, making sure it is relevant and that it speaks to a human truth," says Liese.

The creative platform of However you choose to grow was intentionally created to be flexible and modular across channels and brand objectives. The idea was built around human choices and it aims to allow the brand to be compelling in something as simple as a six-second video bumper, or as complex as a 60-second TVC.

"In order for the brand to stand out in the category, it was vital for us to land the concept of growth moments in a raw and relatable manner. To get viewers to feel this, we had to go to some very honest, and raw 'places' — those that the market isn't usually willing to go to," says Michael Lees-Rolfe, executive creative director at Fox P2. "Every aspect of the ad was carefully thought through and designed to land the message. However you choose to grow, you'll never outgrow 1Life." 

"Life insurance is about creating a lasting positive impact for consumers. We strive towards this by providing an agile, affordable and convenient offering — one that helps consumers see life's changes through a positive lens for growth and fulfillment and that aims to serve the very needs of each individual consumer," concludes Liese.

Individuals can watch behind-the-scenes footage of the TVC below:



For more information, visit www.1life.co.za. You can also follow 1Life on Facebook, Twitter or on Instagram.

*Image courtesy of 1Life