Brand Background
IndieFin is a financial services company that is on a mission to change the industry. Combining finance expertise with technology to create life insurance that is simple to use and transparent.
The Brief
Create a TV ad that tells a compelling story that will resonate with the audience and appeal to them in a way that entices them to consider IndieFin Insurance.
The Insight
People are more inclined to consider a product if they feel a type of affinity towards it. Compelling stories that allow the audience to empathise with the images that they receive through communication, have a better chance to garner a reaction and an attraction to what is being communicated.
The Big Idea
They'll never be alone.
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Rationale: IndieFin intends to cover individuals well enough to ensure that those that are left behind will not suffer the gap that is left by a loved one once they have passed on.
Concept
There for your loved one when you aren't.
The Execution
Client: IndieFin Insurance
Element: TVC
Duration: 60’’
Title: Their Front Porch
Writer: Mpumelelo Ngwenya
VIDEO
Father and daughter are on the stairs of their front porch. The father is teaching his baby girl how to tie her shoes, taking his time and being patient with her until she figures it out. When she gets the hang of it, they both celebrate and jump up for joy.
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He stands on the stairs and watches her run off as he appreciates her youthful happiness.
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Father is pushing daughter assisting her in learning how to ride a bicycle. The father is excited as ever while the daughter is nervous. He stops assisting her with the process and she wobbles along and starts getting the hang of it.
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He sits on the stairs with the training wheels besides him as he watches her ride around and have fun.
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Father is siting on the porch with an upset look on his face. Daughter arrives from a party and is dropped off by her friends. She sees father waiting on the porch and knows that she is in trouble.
Father walks back into the house while daughter walks begrudgingly to the house.
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Father and daughter have an argument. Things get really heated as they exchange words in anger and get involved in an intense war of words. Daughter storms outside and slams the door as she cries outside the while she sits on the porch.
Father eventually opens the door to let her in a bid to restore the peace between them.
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Two police men arrive at the home where the father and daughter stay to deliver what seems to be sad news with a sombre look on their faces. She
bursts into tears as she is told that her father is no more.
The policemen walk down the stairs of the porch… And walk away.
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Daughter sits on the stairs while she feels sad and lonely. The stairs of her front porch seem to symbolise a connection between her and the father, that is now lost but not forgotten.
While she is seated on the porch her mother walks out of the house to comfort her, as a sign to let her know that she is not alone.
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Mother gifts daughter with a brand new car while daughter expresses excitement and ultimate apprecitation for her brand new ride.
Mother stands on the stairs happy about seeing the joy that her daughter is feeling.
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We see a close up of the stairs, and a message written 'We Miss You Dad.'
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Camera zooms out and we see the IndieFin logo.
AUDIO
FVO: As a parent; your greatest wish is to be there for your children, during the most important stages of their lives....
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...teaching them what you’ve learned, and helping them to get the hang of it all.
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We don’t always get it right. Sometimes we feel like we’ve failed at the most important duty we’ve been entrusted with.
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No matter how bad it gets, what matters the most is always making the effort to make things right.
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Some things are inevitable. Certain things we don’t plan for.
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Our greatest fear is leaving those that we love behind with no one to take care of them.
If there’s an option to turn our greatest fears into an opportunity to stay rest assured that when we are no longer there, life will go on as usual… then why not take it?
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Make plans for the moments in life that you can’t plan for.
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Help your loved ones by allowing us to be there for them, when you can’t.
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Don’t just insure your life. Create wealth.