The Dead Awaken In Special’s Ingenious Ad Series For Partners Life

The Dead Awaken In Special’s Ingenious Ad Series For Partners Life

Life insurance provider Partners Life and creative agency Special New Zealand have released an extraordinary advertising campaign The Last Performance, encouraging Kiwis to procure life insurance. 

The Brokenwood Mysteries is New Zealand’s most popular murder mystery show. As one would expect, each episode the shows beloved detectives tackle a baffling homicide case. 

The plot twist comes before the credits roll. At the end of each episode, the victims of the horrific crimes come back to life for their “Last Performance”.

The murdered characters express their surprise at having been slaughtered and emphasise the importance of having life insurance when life takes a wrong turn. 

An escort who meets an untimely death after having her drink spiked by her daughter in law, laments to the audience from the morgue. 

“Well this is unexpected, people usually have to pay to get me under the sheets

“Anyone could end up here, no pulse, no clothes, no life insurance

“What are my boys going to do without their mummy now, sorry lads there’s no life insurance policy”.

The spots are seamlessly integrated into the six-part series throughout the entire season and remind Kiwis that life isn’t scripted, so they should plan ahead with Partners Life.

The ad series intends to foster awareness for the significance of life insurance in one of the world’s most under-insured countries.

Naomi Ballantyne, managing director of the New Zealand life insurance provider Partners Life, said: “New Zealand is, unfortunately, one of the most under-insured countries in the world. We want to change that and help Kiwis to understand just how important life insurance is.

“We know there’s a lot of apathy when it comes to insurance, so we were eager to ensure this campaign was one that stuck with audiences. The Last Performance is a disruptive and convention challenging campaign, using humour and integration to disrupt standard advertising in the insurance industry and encourage viewers to engage with the content.”

Lisa Fedyszyn, ECD, Special New Zealand, said: “Partners Life is always challenging industry norms and taking an innovative approach to everything they do – And their approach to advertising is no different. This is an idea that died and came back to life, about characters who die and come back to life, but it was important to find the right series to partner with.

“The team at South Pacific Pictures were so collaborative and inviting, and we appreciate the opportunity to jump on the back of this extremely popular show, to help New Zealanders see the importance of living with foresight rather than hindsight.”




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