Doppelgängers Galore Rep Axa Insurance in the U.K.

Sometimes, buying insurance can feel like investing for retirement—an irritating, almost senseless expense for young people starting out. This is especially so in a volatile society where AI, having been allocated all the “fun” well-paying jobs, will eventually reduce them to dystopian futures, mostly spent in sewers fishing for family heirlooms or well-shut drug baggies while their skin and eyes develop light sensitivities.

Every penny counts for the present.

But Axa U.K.’s found a way to maybe get those kids to come around. “Future You Will Thank You,” created by Fallon U.K., features a guy whose future self gets into all kinds of scraps, some desired (like entrepreneurship), most not (like bumper dings and sprung leaks). In the end, he gives his past self mad props for purchasing insurance and providing a way out.

The film is narrated by comedian Ivan Battaliero-Owen (Ogmios Zen), who congratulates the protagonist on his good insurance choices—validation he probably doesn’t need, because you know what? All his future selves are giving him a group hug.

“We wanted to create a fun creative platform for Axa U.K. that punches above its weight and makes you smile,” says Graham Lakeland, creative director at Fallon. “Amongst others, we were delighted to work with the brilliant Ogmios Zen who brings a big dollop of humor through his VO and helps make the film so memorable.”

The objective is to take the necessity for insurance out of the abstract, and remind you that your future self needs you to put your money where your mouth is. (They need a lot of coverage, apparently: This ad promotes home, car, business and health insurance offerings.)

The campaign also benefits from a Starcom-brokered media partnership with Channel 4, which even opted to take the ad itself out of the theoretical. An accompanying spot, prepared by the network, features onscreen talent George Clarke, Scarlette Douglas and Jason Fox talking about past choices they’re glad they made.

The campaign will run across all the usual media channels, on screens (broadcast and digital) and outdoors.

CREDITS

ADVERTISING AGENCY:  Fallon, Leo Burnett
CCO: Chaka Sobhani
CSO: Josh Bullmore
EXECUTIVE CREATIVE DIRECTOR: Mark Elwood
CREATIVE DIRECTOR: Graham Lakeland
COPYWRITER: Joe Miller
ART DIRECTOR: Joe Miller
DESIGNER: Georgia Glen, Dave Allen
PLANNER: Aileen Baker
BUSINESS LEAD: Jo Tauscher
ACCOUNT TEAM: Ailsa McQuaid, Gabby Watts, Alice Morshead
AGENCY PRODUCER:  Helen Choonpicharn
MEDIA AGENCY: Starcom
MEDIA PLANNER:  Claire Kula, MT Sparks, Jerry Cupples, Niamh Balfe, Eleonora Faina
MEDIA PARTNERSHIPS TEAM: Sacha Feldman, Claudia Humphreys

PRODUCTION COMPANY: Pulse
DIRECTOR:  Freddie Waters
EDITOR: Rachael Spann @ Work Editorial
PRODUCER: Chris Harrison
POST-PRODUCTION COMPANY: Black Kite
AUDIO POST-PRODUCTION COMPANY: George Castle @ No8
AXA UK Brand Team: Barney Bailey, Sharon Mintah, Alison Taylor

Channel 4:
Customer & Commercial Leader: Angus Mitchell
Customer Lead: Isabelle Wood
Client Lead: Joe Robinson
Production Lead: Renay De Pear
Creative Leader: Sophie Lloyd
Creative Lead: Michelle Monks
Commercial Partnership Manager: Serena Murphy
Account Manager: Freddie Brown