TBWA’s US Travelers work shows what UK advertising is missing – confidence and craft

Much navel-gazing in London creative quarters as agencies digest the Cannes results (second-most awarded country but a long way behind the US) and there’s the fear it’s only going to get worse. Has the UK lost the creative plot? And why is the US, which is also undergoing a “digital transformation,” doing traditional advertising so much better?

TBWA appears to be on an upswing in the US – although we’ve yet to see much evidence of that here – and these new ads for Travelers Insurance are maybe a clue to the wider picture.

Confident, emotional, well-crafted and shot.

Hardly rocket science but in short supply at the moment over here.

MAA creative scale: 8.