Direct Insurance: Catastrophe hits live

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Released:	August 2008
Advertiser:	DIRECT INSURANCE
Agency:	SHALMOR AVNON AMICHAY/Y&R
Country:	ISRAEL
Category:	Investment, insurance & property development
Tags:	tv-spot Creativity

Credits:

Catastrophe hits Live during the broadcast of a Direct Insurance commercial

During a live broadcast of the Israeli "American Idol" show, a Direct Insurance commercial for catastrophe coverage burnt up before the eyes of avid viewers. After burning, a simple slide appeared:

"We apologize for the technical difficulties but catastrophes can happen to anyone".

The new ad for Direct Insurance Catastrophe coverage, which is meant to cover unpredictable damage, began airing in Israel two weeks ago. The star of the commercial was none other than "Murphy", the subject of "Murphy's Law" renowned for bringing on catastrophe wherever he goes.

The commercial showcases Murphy at various stages in life, spreading havoc and chaos in his trail: starting with the burn down of the hospital he was born in, the total destruction of his school classroom and the setting on of an earthquake upon arriving in Israel.

Yesterday night, it became apparent Murphy's "bad luck" spread to the commercial itself.

During a commercial break on the "A star is born" show, (no.1 TV show in Israel) before the very eyes of a million TV viewers, the Direct Insurance commercial broke out in flames and burnt Live. The commercial, which could not be broadcast in its entirety, boasted a surprising ending as a slide appeared with the following title:

"We apologize for the technical difficulties but catastrophes can happen to anyone" – true to the essence of the product advertised.

The agency behind the innovative idea for "Direct Insurance" is: Shalmor Avnon Amichay / Y&R Interactive Tel Aviv. "We are all committed to dreaming up new ideas that will create both salience and relevance for our brands. In this case, the "Murphy" concept, enabled us to go the extra mile and influence the commercial itself, catching hundreds of thousands of viewers off-guard".

Credits: Gideon Amichay - Chief Creative Director,

Yoram Levi – Creative Director,

Tani Zipper - Art Director,

Matan Yedidya – Copywriter,

Noam Manella – Strategic Planning Director,

Uri Oren – Planner, Zohar Reznik – Planner,

Einat Herzberg – Account Supervisor,

Adi Ashkenazi – Account Executive, Sigal Nugassy - Agency Producer,

Rani Carmeli - Director,

Og – Production