A video showing a farmer getting sexy with his tractor has South Africa in stitches… And its creator is an insurance company? King Price Insurance challenges the industry not known for its sense of humour and for a very good reason!
Essentially, the ad is about getting lost in translation, which is something that happens all too often in South Africa with its 11 official languages. Natalie Bisset, general manager of marketing for King Price, says that is one of the reasons King Price goes to such lengths to write policies in an easy-to-understand everyday language.
A language everyone can understand
“Our clients understand exactly for what they’re paying. We talk to all our clients like they’re good friends. We’re informal, funny and a little tongue-in-cheek, but always respectful,’ Bisset explains. This approach to customer care also relates to the industry requirement of treating customers fairly.
Bisset adds that King Price is a very proudly South African brand. She notes that one thing all South Africans have in common is laughter – at ourselves, each other, and with each other. Bisset points out: “King Price is big on humour. It’s one way we take the ‘eina’ out of insurance. We also honestly believe that a happy workplace equals happy clients, and one of our family values is ‘fun with a little madness’. We take what we do very seriously, but not ourselves.”
She explains that the ad is the first in a series of brand campaign ads that will focus on King Price Insurance offerings.
The famous King Price Insurance Ad
“Yes, we’ve got your back, your bakkie, your business and your bling (and just about everything else), but we’re also the first and only insurer (in the world, as far as we know) to offer premiums that decrease monthly in line with depreciating car values,” Bisset says.
Freckle, the creative baby of writer/actor/film-maker duo Bennie Fourie and Bouwer Bosch, were responsible for the concept and production. The storyline is an adaption of a joke that Fourie’s dad likes to tell.
“What makes the ad so funny is that we stripped away all the gimmicks and focused on capturing the human element. It’s a simple story. Our main character, Callie, doesn’t even know he’s funny. That’s where the comedy happens,” says Fourie. The duo take comedy very seriously.
“Comedy resonates with everyone. It breaks down barriers and gets you an ‘in’ to people’s lives. We’re all just human beings with emotions, and laughing together brings us together,” Fourie points out.
Keep an eye out for the next funny King Price Insurance ad.
Here are a few more giggle-worthy King Price Insurance ads