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Insurance giant Allianz tries to ‘restart’ young footballers in new Ogilvy Paris campaign

A while ago a senior creative honcho at Ogilvy Germany suggested that ads should sell products rather than try to save the world.

The French and Germans don’t always agree about everything and Ogilvy Paris is still intent on the latter, or making people’s lives better anyway.

It’s produced a new campaign, ‘Restart,’ for German insurance giant Allianz that endeavours to give young people sucked in and spewed out by the merciless football industry a second chance. The point being that good insurance helps you through the bad things in life. Bit of a stretch but….

So 28 such young people went to the Allianz Riviera stadium in Nice to be put through their paces in front of football scouts. Three were selected for training at the Allianz stadium in Munich, home to the celebrated FC Bayern München.

Allianz France head of brand & communications Jean-Denis Malpelet says: “Our DNA is to support our customers in the important moments of their lives. With the Restart program, we have chosen to help young football players to regain their confidence and encourage their boldness and their efforts to realize this dream. Beyond our commitment to the sport, we are proud to have shared strong and unforgettable moments with these young people and to contribute to their new start in football.”

Will the three lucky ones make it? What about the other 25?

There are a few gaps in this but it’s primarily an ad campaign not a social programme although it has elements of the latter too.

It’s confident and compelling so we’ll give it the benefit of the doubt.

MAA creative scale: 8.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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