DeadHappy, the UK’s fastest-growing life insurance provider, is launching a new brand advertising campaign, with the TV advert first airing on Monday 16 August 2021 and a second version debuting on 1 September 2021.
The campaign, based around the slogan ‘Please Die Responsibly’, aims to encourage consumers to make their ‘Deathwishes’ – the brand’s USP – with DeadHappy. Whether someone wants their ashes sent to the edge of space, mortgage paid off, wants to gift their mates with a trip to Vegas or give someone a tattoo – whatever the Deathwish is, DeadHappy can weave it into a life insurance policy.
Airing across numerous channels including Channel 4 and Sky TV, the first advert is in typical straight-talking, no-nonsense DeadHappy-style. It shows example Deathwishes on-screen, one from Mark who says: ‘To Clare, I want a Viking funeral with a truck load of fireworks.’ Then a series of punchy statements appear, against a backdrop of bold drum beats, highlighting the quick and simple three-minute process, consisting of just four questions to set up pay-as-you-go life insurance with DeadHappy, which costs as little as £1 per month.
Ed Edwards, Head of Brand at DeadHappy, says: “We’ve seen incredible growth over the past year, driven by consumers getting fed up with the long-winded and laborious way the life insurance sector works and seeking out easier, hassle-free ways of doing it. Why is life insurance typically so boring? It’s a part of life – it should at least be interesting to plan.
“And more importantly – it should be planned. The one certainty in life is that we’re all going to die. We know that asking people to ‘please die responsibly’ may shock or surprise some consumers, but it really is time life insurance is pushed front of mind. There’s a £2.4 trillion protection gap in the UK made of 8.5 million individuals who don’t have protection.
“Hoping your family and friends somehow magically know what your wishes are when you die is somewhat bewildering. More to the point, ensuring everything is in order means there is one less thing for your loved ones to deal with during a very difficult time. This campaign is about encouraging all of us to genuinely think about what we’d like to happen when we die; whether that’s giving loved ones a trip of a lifetime, leaving one final jab of banter at our pals or ensuring your partner and children have a roof firmly over their heads.”
The second advert, created by Jonny Lang Studios, airing on 1 September, features ‘Mick and Tel’, the brand’s two cartoon personalities. The pair are sat on their sofa watching TV, with Tel moaning about being reminded of his mortality by the DeadHappy advert. They change channels but with only a reality TV show as the other option, they quickly switch back, realising the advert isn’t so bad after all.
The launch adverts have both 10” and 30” versions. As well as TV channels, the advertising campaign will also run across social media channels, and is supported by a PR campaign led by Transatlantic Entertainment.