iSelect ends reign of Mr iSelect as Leo Burnett shifts focus to Always Get It Right
Divers and talking earplugs now the face of iSelect
Insurance comparison site iSelect has dumped its quirky spokesman in favour of a new approach from recently-appointed agency Leo Burnett as it shifts its focus from its core of health insurance.
Leo won the account from incumbent AJF Partnership, which did not take part in the pitch, in September last year and the move immediately triggered speculation the long-running campaign, featuring actor Jason Geary, would be overhauled.
Executives for the brand said it needed to become more focused on the customers, to reflect a human element, and break from a single personality that was too closely linked to health insurance, leading to the shift in style.
It’s a nice try … and great soundtrack.
But, come back Jason.
Wait, they’re getting rid of a personality, by bringing in a personality who seems to be a quirky version of youi?
Should have stuck with Jason.
“The new approach is also aimed at addressing trust concerns that came with using a slapstick approach to the brand” a talking ear plug said as the bumbling flailing diver nailed his entry.
“Hungry Jack’s Makes it Better” all over again?
Newish marketing folk. Newish agency.
All want to see their fingerprints all over the brand rather continuing what’s there (or to the ego ‘what other people before us did’.) You can tell by the rationalisation (‘And our brand needed a complete refresh to help us unlock the growth opportunities in the broader financial services and utility categories.’) Who are you trying to convince with that one?
Look could work. But then again, could not work. I always loved the iSelect stuff and feel the brand has grown a lot over the last 5 years.
Ewwww don’t like at all. The dude is creepy and who wants to even think of an earplug let alone look at it! Big Miss. At least the previous campaign had personality and humor and was unmissable as Iselect. Was always refreshing to see what came next in Jason’s adventures. New agency muscle flex is never pretty
Who cares, I will NEVER even look at iSelect again after they bombarded me with repeated spam calls and then sold my email address to a bunch of spammers and scammers.
Give them your data at your peril people.
This advert annoys the life out of me. I turn over as soon as it comes on.
Hairy old man.
Bring back the ‘stuffing stegosauruses’ girl. The original and the best.