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