They say creativity strikes in the strangest moments. For me, it was in a boardroom, somewhere between a lukewarm coffee and a text from my wife (who, let’s just say, wasn’t exactly my biggest fan that day). The day started with an existing script from an agency called Vision View. It was well-written, but it wasn’t a hard sell. It spoke about Assupol, but it didn’t make you feel Assupol.
So, I sat with my then-subordinate, Lwandile Nkuhlu, a man who knows TV production like he knows his own reflection. But that day, even he looked at the script and said, “Eish, Yandisa, I’m not sure.” That’s when I knew we had work to do.
Somewhere in that tension between agency polish, creative uncertainty, and a personal text that briefly ruined my mood, something clicked. I thought about what really matters to Assupol’s customers. When you lose someone you love, time and money matter more than ever. You don’t want promises, you want payouts. So I built the story around Assupol’s fast payout period, they pay out claims within hours. Not days, not weeks, but hours. That’s the kind of promise that brings real comfort when it matters most.
Then I layered in what every great brand needs, trust. Because in the insurance world, talk is cheap, but 110 years of history and over 5 million lives covered? That’s proof. That’s Assupol.
So yes, maybe that day’s stress turned out to be a blessing. Out of it came a message that wasn’t just a hard sell, it was a heartfelt one. And as for my wife? Well, let’s just say when she saw the ad on TV, she forgave me. (Mostly because she knew it came from the heart… and maybe a little because it looked really good on screen.)</p
Here’s the ad:
