1LIFE INSURANCE EMOTIVELY EMPHASISES THE ‘MOMENTS AFTER LOSS’ IN A NEW BRAND ADVERT

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The New Normal 2.0

1Life Insurance recently launched its new brand advert, offering an emotive, ‘post-loss’ look at insurance. The aim? To tap into the raw, hard moments after loss, while looking ahead to what comes next.

“The New Normal 2.0 is a continuation of our previous brand campaign, which builds on 1Life’s understanding of the very real and complex emotions South Africans experience when they lose someone they love. It is about bringing to life the very tough reality that, while grief remains, life carries on, and it is in those dark moments that financial protection can remove even just a little of the hardship that loss brings,” says Daniel Jardim, Head of Marketing at 1Life Insurance.

The series of films developed in this new brand campaign, shines a light on how families left behind still need care – children still need to go to school, homes still need to be run and maintained, and futures still need to be built. Creatively, the campaign brings these two realities together, showing the pain of what has been lost alongside the love, hope and possibilities that continue.

“Working with an incredibly talented cast and under the guidance of Oscar-nominated Director – Cindy Lee – these adverts show a solid contrast between loss and hope, with a young cast fully immersed in their roles. When trying to land not only a very emotive message but one that needs to stand out in a very competitive market, having a cast and director that clearly understand the direction and can pull everything together to make it come to life is a critical element, and we believe that we have achieved that,” says Andrew Alexander, Founder and CEO at 3Verse.

The 1Life brand has been on a journey over the past few years to educate consumers around the importance of long-term insurance, not only as an immediate stopgap for the loss of a loved one, but as an aid to building future wealth for the families and generations left behind.

“These new films bring this important facet to life; while we can’t control what happens to us, we can turn our love into lasting wealth by taking out life insurance cover,” continues Jardim.

“To mitigate ad fatigue and keep the brand driving interest and resonating with consumers, the agency shot three different TV adverts as well as 9 – 18 videos and stills for each storyline. This was packaged into four quarters of content and repurposed into various creative outputs. The campaign boasts around 700 pieces of content output for the year – a massive feat! The current advert on air – ‘new mom’ – is the first of these three, with the rest set to go live over the course of 2027 (starting in January).”

“We are extremely proud of the execution of this campaign which clearly demonstrates that while life promises nothing but change, 1Life is able to support consumers with life-changing insurance,” concludes Jardim.