CGU Insurance debuts campaign with 5-minute 60 Minutes spot
IAG’s CGU Insurance released a new campaign via independent agency Thinkerbell, debuting it with a five-minute spot during last night’s 60 Minutes on Nine.
The media approach for the spot, which is unusually long for a typical television advertisement, was developed by Initiative.
This was the most self-indulged, confusing piece of media execution I have ever seen in all my born days.
100% out-sourced to American production company and director… stay loyal Thinkerbell.
This was the most horrific piece of quasi-branded nonsense I’ve ever seen in my life.
FFS.
Did all you keyboard puppets even watch it?
Hats off to a client willing to think this big, but the execution, copywriting and branding are awful. My wife and I were laughing at how dull it was and could never have told you it was for CGU.
Why would somebody not turn the channel? Can someone please provide minute by minute ratings for a view on audience decline?
I saw it, was glued for the whole duration (that’s more about the surprising un-tvc pace though), was then waiting for some beautiful payoff, (maybe even a shed tear…!) but it never came. Not even remotely close.
Instead I was very briefly surprised by the brand, and then the thought of ‘wow, what a waste of time that was’ and quickly forgot about the whole thing until I saw this post. The real shame here is that it won’t convert to spend, and then future pitches will fail because “it didn’t work for whatever brand this was when they did it.” Love the 5 minute duration though!