- Talking Head
FamilyCover: talking head ad for insurance
A woman in a grey hoodie, filmed around a family home with kids' trainers on the stairs, asks UK parents to picture their partner paying the bills the week after they're gone.
01
Brief
FamilyCover sells family life cover in the UK. The ad quotes cover from as little as £4 a week and up to a million pounds for loved ones, and says the money can go toward “the rent or mortgage, monthly bills and the cost of raising children in the UK.”
It speaks to parents with kids under 16. The ad has to make them feel the gap their death would leave and get them to scan the QR code beside the video with their phone, in a process it says “can be completed in just a few minutes.”
02
Format and style
A talking head that moves through one house: she sits on carpeted stairs beside a child's backpack and pink trainers, stands at a kitchen counter by a milk bottle and a kettle, talks in a hallway under hung coats, and sits at an open patio door with a swing set and a bucket and spade on the lawn behind her. She has long brown hair and wears a grey zip hoodie over a white tee with jeans.
Every room carries signs of children, so the family the script asks her to protect stays in shot while she talks. Soft daylight, a phone-camera look and a frame free of text give AI insurance video ads for parents the home-video feel a script about imagining your own death needs.
03
How it was made
I open with her seated on the stairs: “If you're a parent with kids under 16, please watch this. I want you to imagine something.” The picture of her partner sitting down to pay the bills and the question “Could they manage?” come before any price, and then “Can you afford as little as £4 a week?” leads into the offer of up to a million pounds in life cover.
I change rooms every few lines, from stairs to kitchen to hallway to garden door, and cut in two short scenes in the second half: a couple holding each other in a living room lined with books and plants, and a parent handing a child a school bag at the front door. She walks through the QR steps first as “aim it at the code, tap the link that shows on your screen,” and at 69 seconds back on the stairs she gestures to the side of the frame on “Scan the QR code beside this video using your smartphone.”
04
Deliverables
One talking head ad, vertical 9:16
Runtime 1:09
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