Pam Ferris stars as a fortune teller in a new advertisement for ALA Insurance.
The “Fortune favours the insured” tagline aims to show the value of GAP insurance.
Pam Ferris (Harry Potter, Call the Midwife, Rosemary and Thyme, Matilda) provides the voice over for the audio and digital adverts. As a fortune teller gazing into her crystal ball, she sees the future of a new car owner involved in an accident and also reveals that their current car insurance leaves them with a financial loss.
ALA Insurance worked with Manchester creative and media planning agencies, Meanwhile and Notorious in Manchester to bring it to life.
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“GAP insurance is an insurance product that not everyone has heard of, and so aren’t aware of the benefits,” explained Harriet England from ALA Insurance.
“So, we had clear objectives: to educate drivers on what GAP insurance is and why it’s a smart choice for them, and to make them aware of ALA Insurance. We wanted to do this in a way that was unexpected for a niche insurance brand, and so the quest to find the right creative agency partner, to sprinkle a little magic on a subject that could be seen as pretty dry, began.
“We are thrilled to work with Meanwhile and so pleased with what they have created. Our objectives of education and awareness have certainly been met with some attention-grabbing, mystical, and creative.”
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ALA also worked with illustrator, Ana Jaks to create a series of tarot cars, featuring unfortunate car write-off incidents, lending itself to the Fortune Favours creative platform. The Isle of Man artist, now based in Bristol has a client list ranging from Nike and Bombay Sapphire, to Schuh and Facebook.
“A collaboration with Ana Jaks has been on the cards for a long time. I’m delighted the stars aligned so we could step into an unexpected, artistic realm for a car-related insurance ad,” said Rachel Miles, Creative Director at Meanwhile.
“However, it’s so important to create unexpected work to get the world to take notice of this relatively new brand, and therefore make them famous for the little-understood, yet vital, service they provide.”
