A “Problemotional” Review of 2023’s Best B2B Video Ads: Intact Insurance
This B2B video ad is a touching and thought-provoking take on the importance of home insurance. Intact Insurance uses a cinematic style, with a focus on personal moments and unexpected events, to show how they can help protect the things that matter most.
Here’s a breakdown into the magic behind it with the PESO framework:
P: Problem/Pain
The Unexpected: The ad opens with a montage of various homes, showcasing the unique and diverse places that people call home. It then introduces a series of unexpected events – from a burst pipe to a spilled drink to a lost French fry – suggesting that life can be unpredictable, especially in the comfort of our own homes.
The Risks We Face: The scenes of these unexpected events emphasize the risks we face in our homes. They highlight the potential for damage, loss, and disruption to everyday life.
The Importance of Preparation: The ad creates a sense of vulnerability and concern. The scenes of the people struggling with unexpected situations suggest that it’s essential to be prepared for the unexpected.
E: Emotion
The Heart of Home: It emphasizes the emotional value of our homes. It uses scenes of people enjoying their homes and families – like a couple playing the piano, a child enjoying a snack, and a woman relaxing in a bath – to highlight the sentimental value of our personal spaces.
The Fear of Loss: The ad taps into the fear of losing something important. The scenes of the people experiencing the unexpected events and the use of a dramatic tone evoke a sense of concern and the potential for significant loss.
The Desire for Security: They create a sense of need for security and peace of mind. The scene of the man looking out at the city, with the focus on the city lights, suggests a longing for stability and protection.
S: Solution
The Protector of What Matters: It introduces Intact Insurance as a solution that can provide peace of mind. It positions Intact as a reliable partner for protecting your home and the things that matter most.
Comprehensive Coverage: The ad highlights the breadth of coverage offered by Intact Insurance. The scenes of the various unexpected events and the tagline “Intact Insurance” suggest that Intact offers a comprehensive solution for protecting your home.
Security and Peace of Mind: They emphasize how they can provide a sense of security and peace of mind. The scenes of the people feeling relieved after their problems are addressed and the tagline “Intact Insurance” reinforce the idea that Intact can help people feel safe and protected.
O: Outcome
Protecting Your Home and Your Life: It suggests that Intact Insurance can protect your home and help you recover from unexpected events. The scene of the man returning to his home, seemingly unharmed, and the tagline “Intact Insurance” emphasize the company’s ability to help people rebuild and get back to normalcy.
A Sense of Relief and Security: The ad conveys a sense of relief and security. The scenes of the people feeling reassured after their problems are resolved and the tagline “Intact Insurance” reinforce the idea that Intact can offer a sense of peace of mind.
A Promise of Support: They end with a message of support and reassurance. The tagline “Intact Insurance” suggests that the company is a reliable partner that will be there to help you recover from unexpected situations and provide support.
Overall
Their a is a reminder that B2B video ads can be successful when it focuses on human connection, uses compelling storytelling, and delivers a clear message of value. Intact Insurance’s touch of humor, and relatable scenarios connects with viewers on a personal level.
