On the road with AXA
The advertising agency Krieg Schlupp Bürge/Springer & Jacoby has reimagined the «Asphalt Cowboy» campaign for AXA.
Insurance war Schlupp Bürge/Springer & Jacoby has restaged the "Asphalt Cowboy" for AXA.
The commercial evokes memories and therefore quickly brings "a lot of warmth into every living room", according to KSB/SJ. In their advertising film for motor vehicle insurance, several stories of very different people are told in the style of a road movie. These are wrapped up in entertaining cinematic vignette tidbits.
The overarching idea provides the new and already extremely popular brand message: "You love it. We insure it." Director Christian Aeby focuses on a special kind of relationship: people and their cars. Naturally. As different as the people are, so are the situations and cars that are embraced out of love.
The upbeat film is accompanied by the catchy tune "Everybody's talkin'" by Fred Neil, known from the movie "Asphalt Cowboy". There is also a national poster and print campaign with the same content. Online subjects are also appearing, and all the shop windows of AXA Winterthur's Swiss agencies are also "hugging".
Andreas Panzeri
