Online small business insurance service provider BizCover has launched a campaign designed to be a turn-off via Sydney-based agency Eardrum.

The radio and TV ads feature people farting in the bath and clipping toenails to encourage Australians to stop watching or listening and finally get a cheaper deal on their business insurance.

BizCover founder Michael Gottlieb said: “Insurance is a low interest category, with a lot of insurance advertising having low recall and a low talkability factor.

“So, we wanted to shake things up with a campaign that would make people talk and something that they will remember. We know this campaign will polarise, but we hope it will get people talking.”

Gottlieb said BizCover had already noticed a strong uplift in results in the first couple of days despite the ads being banned from Sky News, but added it was “too early to tell if we’ve totally nailed it yet”.

Eardrum creative director Tristan Viney said: “There’s a certain irony in Eardrum creating an unwatchable TV ad, but the benefits of businesses going to BizCover to compare and insure are outlined clearly, and the results are speaking for themselves.”

CREDITS

Client: BizCover

Head of marketing; Sharon Kenny

Marketing and communications manager: Narelle Cole

Agency: Eardrum

Founding creative director: Ralph van Dijk

Creative director: Tristan Viney

Producer: Jessie Williams

Production company (TV): Rawkus

Director (TV): Rick Spence