The latest suite of ads promote Cigna's new range of products
Cigna Insurance's latest campaign via Y&R New Zealand, sees the brand employ Rube Goldberg machines to illustrate how unpredictable life can be and how Cigna can help get things back on track.
Cigna has released two new 45" spots for its Travel Insurance and Mortgage & Rent Safe Insurance products. Each TVC features a different Rube Goldberg machine - an over-engineered machine created to perform a simple task in a complicated fashion, generally including a chain reaction.
The two TVCs are part of a suite of work created by Y&R NZ and production company Flying Fish, with two more TVCs to be released later this year.
Says Suzanne de Geus, chief marketing officer, Cigna Insurance: "Our challenge was to talk about our expanded range of products to a broader audience than we ever have before.
"When the idea of using the Rube Goldberg model was raised it seemed like an ideal way to depict how Cigna can help New Zealanders prepare for the unexpected and help get things back on track."
Directed by James Solomon, the Rube Goldberg machine depicts a coloured marble making its way through a host of category relevant settings related to each of the products promoted, such as a shelf full of overseas souvenirs for Travel Insurance. Flying Fish constructed bespoke complex builds for each TVC, shooting them over a three-day period.
Y&R NZ, Wellington managing director Tim Ellis believes the spots will have great cut through and succinctly demonstrate Cigna's role in New Zealanders lives.
Says Ellis: "We're really proud of this new work for Cigna. By using an engaging story-telling narrative not common in the world of DRTV we've created ads that are watchable time and again. Now we look forward to seeing how consumers respond."
Says de Gues: "Working on this type of ad was very refreshing, the whole process was different form the type of TVC's we have created before with Y&R. We are looking forward to seeing how the ads perform within our marketing mix."