- Talking Head
Lineman Plan: talking head ad for insurance
A lineman in a scuffed hard hat talks to his phone from the truck cab about an IUL from the Lineman Plan that he calls “actually yours to keep.”
01
Brief
The Lineman Plan sells an IUL to linemen. The ad describes it as life insurance that does three things: it protects your family, builds cash “you can actually use while you're alive,” and “can grow without getting taxed every year.” The presenter says the team works with lineman educators “to show guys how retirement should really be set up.”
It speaks to linemen who have “only what they get through the union and the job.” The ad has to show them a plan they own outside the union and get them to tap the video for “a blueprint with your real numbers.”
02
Format and style
A selfie talking head shot from the driver's seat of a work truck, with a sunlit street and a row of power poles through the side window. The presenter wears a scuffed white hard hat, dark wraparound sunglasses and a sweat-marked blue work shirt under grey shoulder straps, and he talks with his free hand from start to finish.
The script asks a lineman to trust a financial product, so the messenger has to look like he climbed down off a pole to say it. Three black title cards count the benefits in white and orange type, and white captions a few words long run over the rest of the cut. In AI insurance video ads for a trade audience, that numbering lets a viewer with the sound off follow the product in three steps.
03
How it was made
I open on the call-out, “If you're a lineman who wants to actually own your benefits outside of the union, then this is for you,” and cut to hands on a calculator and paperwork under “outside of the union.” A shot of a worker at the top of a utility pole among the wires plays under “nobody ever shows linemen there's another way to do this,” and then he names the product: an IUL that is “actually yours to keep.”
Each benefit gets a numbered card between his lines in the cab: 1 for “Protects your family,” 2 for “Builds cash you can use” and 3 for “Grows without getting taxed.” A boardroom shot of a man in a suit presenting charts runs under “we even work directly with lineman educators,” and I close the 42 seconds back in the truck on “So tap the video and we'll show you a blueprint with your real numbers,” with an animated tapping hand on screen.
04
Deliverables
One talking head ad, vertical 9:16
Runtime 0:42
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