Zurich and McCann pluck defeat from the jaws of victory in new TV campaign

Maybe CCO Linus Karlsson is having a beneficial effect on McCann.

Here’s a new ad for Zurich Insurance from McCann Worldgroup that actually manages to give insurance a human dimension; which is what it’s for, after all.

But why isn’t it a bit and longer and, why, given that it’s only thirty seconds, is so much valuable time given over to the client’s logo at the end? The editing’s a bit iffy too, no doubt for effect but it still distracts from quite a sweet tale.

As an agency you don’t just need good creative to be successful, you need a Frank Lowe-style account director to inform the client what’s in their best interests. And yours, of course.

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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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