The Tomas Alfredson directed ad, voiced by Sherlock actor Benedict Cumberbatch, attempts to position the brand as an “honest and fair” companion to consumers in “uncertain economic times”.
Ads feature several stories of what city-dwellers trust and value in life as they go about their business. It ends with the insurer’s long-term stapline “As Good As Our Word”.
Annabel Venner, marketing director at Hiscox, says: “In these uncertain economic times when institutions are viewed with more suspicion than ever, we have designed a campaign to reflect the values that underpin our business. This is to demonstrate that despite an imperfect world, the majority of people try and conduct their lives with honour, honesty and fairness and believe that promises are worth keeping.”
TV activity will be backed by print and outdoor advertisements targeting the specialist insurer’s business and professional audiences.
The campaign was created by VCCP with media bought and planned by Vizeum. It will break 11 May.