- Talking Head
SeniorsChoice: talking head ad for insurance
A white-haired woman in a lilac cardigan leans on her kitchen counter and tells Canadian seniors not to be “the parent that doesn't have the money to pay for their own funeral.”
01
Brief
SeniorsChoice sells seniors life insurance in Canada to help pay for final expenses. The ad quotes plans from $14.88 per month and up to $20,000 in coverage that “pays to your loved ones tax-free,” with no physical medical exam or complicated paperwork, and a price after “one call and some health and lifestyle questions.”
The presenter addresses seniors in Canada as parents whose children “have enough worries these days.” The ad has to turn that worry into a click on the blue button under the video and a completed assessment on the next page.
02
Format and style
A single-presenter talking head in a kitchen with honey-wood cabinets, granite counters, a stainless range and a bright window over the sink. An older woman with short white hair, a lilac cardigan over a white top and dark trousers stands at the counter on a static vertical frame, one hand resting on its edge.
Bold uppercase captions sit across her waist two or three words at a time with one word lit in green, so the dollar figures read on mute. A peer in a lived-in kitchen puts the funeral question in a neighbour's voice, and that voice is what AI insurance video ads for final expense cover depend on.
03
How it was made
I open on “If you're a senior in Canada, listen to this,” then cut to children running across a garden seen through a window as she asks whether you want to be the parent without money for your own funeral. Short scenes cut in over the lines about children, the plan and what the money can pay for: an older man walking beside a younger woman, a woman at a kettle, a shopper pushing a trolley through a supermarket, a woman on a porch and a family dinner.
When she reaches the price, a fine-print line at the top of the frame ties the $14.88 figure to “a 51-year-old female non-smoker” and adds “Coverage depending on your age and personal circumstances.” She gives the button CTA twice, “Click the blue button under my video right now” and “click the button under my video now,” and closes the 70 seconds on “Get your price for senior's life insurance today.”
04
Deliverables
One talking head ad, vertical 9:16
Runtime 1:10
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