AIG

These performance-driven spots for insurance company AIG turned the traditional Direct Response format on its head. In the ‘Inception’- style ad-within-an-ad concept, cynical Karl represented the skeptical audience while innocent, enthusiastic Ryan was the conductor selling the product after watching the ‘real’ ad. By mocking the direct response 'sell', we really feel we offered a refreshingly entertaining and honest take on this format of advertising. Director: Richard Chaney Producer: Dave Burke DOP: Simon Walsh Editor: Sean King Flame: Arron Inglis Agency: Cawley Nea TBWA Creative Directors: Martin Cowman & Pearse McCaughey Creatives: Mikey Fleming & Sam Moorhead Agency Producer: Lorraine Geoghegan Sound: Number 4