In a Hollywood-esque approach to their production, the first spot in the new Love 2.0 campaign is by far one of the edgiest for Discovery Insure to date, and +27 Advertising’s Co-Founder and Executive Creative Director, Adrian Miller, explains why. “Let’s face it, as a nation, we as South Africans love our cars, and we captured this messaging in our first Love campaign for Discovery,” he begins. “In Love 2.0 we decided to raise the creative bar and take a series of classic scenarios South African’s will relate to, creating a humorous portrayal of the countless ways in which we show this love.”
“We have gone on quite a journey with the client and arrived at a place where they are an idea-driven brand that connects with the public”, shares Miller. “Love 2.0 is intended for consumers to engage with the Discovery Insure brand in a positive and light-hearted way, and we believe we have captured that. We are confident consumers will love the next two spots that will soon be flighted, creating a trilogy of humorous parodies they can laugh about time and again,” explains Prenneven Govender, +27 Advertising’s Co-Founder and Managing Partner.
To Miller and Govender, “interestingness” is the core of their positioning and what they believe will set them apart in years to come. “People don’t read ads. People read what interests them,” they explain. “We are going to keep pushing the boundaries for our clients beyond traditional advertising mediums. After all, the future is in the hands of the consumers.”