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IMA-HOME puts MORE THAN back on screens

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More Than insurance is back on TV screens for the first time since 2019 with a new brand campaign from IMA-HOME.

The ‘life is more than insurance’ campaign, created by IMA-HOME with media and channel strategy led by Havas Media UK, taps into the moments that really matter to insurance customers.

Key More Than products – pets, cars and homes – have been intertwined with both the calm and chaotic nature of real families going about their lives. Behind every car, home and pet, the insurer recognises there lies a piece of someone’s life that makes them uniquely themselves, showcasing that life goes beyond insurance.

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MORE THAN and IMA-HOME’s latest


To recreate the warmth and richness of real life, the ad was shot on film by award-winning director Nicolas Jack Davies and production partner Sweetshop. Using a match-cut technique, the action revolves around the front doors of several customers’ homes. Weaving their storylines together to show the fabric of life.

Director Nicolas Jack Davies said: “For me, it’s the realism that connects – these are relatable real-life scenarios we’ve all experienced, may experience again, or have coming to us. We combined a striking but simple visual element of craft with characterful, observant storytelling that captures our chaotic, non-stop, ever evolving lives.”

The campaign will run across TV, VOD, audio, podcast sponsorship, online video, social, PPC and direct mail, with radio following in February. The campaign launched on TV the first week in January across key shows such as Coronation Street, the new ITV Drama Stonehouse and The Harry Interview.

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