King Price has released a new ad… and, true to form, it’s bound to become a South African classic.
South Africa – The new ad, called ‘on my cycle’, is the fourth in the insurer’s ‘when others don’t make sense, we do’ series, which makes the point that a lot of things just don’t make sense – like paying the same every month to insure a car that’s worth less every month. And, if the series is known for poking fun at things that don’t at first glance make sense to everyone, it definitely holds its own.
King Price’s partner for marketing, Natalie Bisset, says that viral success of their ‘do something sexy to a tractor’, ‘kettle lobola’ and ‘braaaaai day’ ads placed their creative team under a lot of pressure to come up with the same thumb-stopping, thigh-slapping goods. The latest ad sees a guy’s elaborate romantic attempt to get his game on with the woman in his life being rebuffed with the classic line, “I’m on my cycle” – as the camera pans out to show her sitting on an exercise bike.
“Our ads reflect that South Africans need to celebrate our differences and cultural diversity with a good dose of humour,” says Bisset.
“Our brand tonality is light and fun. We want to take the ‘grudge’ out of insurance and, and if there’s an opportunity to make our clients – and our country – laugh, we’ll take it.”
Talking about making sense in a world that often doesn’t make much sense, Bisset notes that King Price’s business model has saved its clients nearly R150 million in decreasing premiums.
“Paying the same to insure something that’s only ever worthless, doesn’t make sense in anybody’s language.”
As well as making SA laugh and saving their clients money, King Price is also passionate about #MakingADifference and has attached a secondary campaign to their ‘on my cycle’ ad. The insurer has partnered with The Dignity Campaign, an NGO that helps educate girls about issues relating to menstruation, and has committed to donating sanitary products for girls who attend The Dignity Campaign’s ‘Dignity Days’ in rural areas.
“Millions of South African girls miss a week of school every month because they don’t have access to sanitary products while they are menstruating. We’re really happy that we can use our ad for a higher purpose as well, to bring home a serious message around the dignity of our country’s women and girls,” says Bisset.
Watch the new advert below: