Homeprotect ad blitz flags up properties it won't insure

Homeprotect, the direct-to-online-consumer insurer that specialises in home cover, is aiming to show how it will provide insurance for nearly all UK homes by flagging up the 3% it cannot cover, with a nod to the TV show George Clarke’s Amazing Spaces.

Devised by creative studio Ourselves, which won the business following a three-way pitch in May, the TV ad is voiced by actress and comedian Diane Morgan.

It features a farm shed without a roof, a converted double decker bus, and a tree house to highlight the 3% of homes Homeprotect cannot insure – as showing the 97% it can insure would be too many to squeeze into one ad.

An outdoor campaign extends the theme, with examples of homes Homeprotect can’t ensure including one with a shark crashing into the building’s roof. The endline encapsulates the creative idea’s theme: “Cover for almost every home.”

Breaking in the Midlands ahead of a possible national roll out, the new campaign is the brand’s first TV outing.

Homeprotect chief customer officer David Joyson said: “We chose to work with Ourselves as they offered a winning combination of top-notch strategy and creative brilliance.

“They really understand our challenge of offering a solution that people don’t know they need, and we were impressed by their proven track record in having worked successfully with brands with similar challenge.”

Ourselves creative director Aaron Howard added: “Homeprotect asked us to help disrupt the sleepy, staid, and conservative home insurance market – driving fame and sales, to position Homeprotect as the go to-brand for non-standard customers.

“The team’s appetite for bravery and doing things differently to communicate their unique offering shone through at every stage of the process.”