Gruff grandad bonds over birdwatching in new AXA spot by Publicis Conseil

Car insurance ads don’t usually look like this: a young girl develops a bond with her grandfather thanks to a shared passion for birdwatching. The insurance bit comes in when a car and a tractor have an encounter in a field.

Thanks to AXA, the duo can “Stay focused on what matters.” Publicis Conseil’s ad is running in Switzerland and Ireland.

Some beautiful countryside to enjoy, a couple of strong performances, and a soundtrack composed by Sam Thompson whose music has recently graced Rocketman and Sex Education.

MAA creative scale: 7

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.