Industry
Insurance, Advertising
Client
IGotCover
IGotCover Launch Campaign – Featuring Chris Kamara
A launch that spoke from the heart
IGotCover was entering a new chapter – evolving from a niche insurer into a household name with a broader product offering and increased marketing focus. To mark the moment, they needed a campaign that would emotionally connect with a new audience and signal a confident shift into the mainstream. The solution came in the form of a heartfelt and humorous campaign starring much-loved football personality Chris Kamara and his son Ben. Shot entirely in a single day inside Chris’ home, the campaign offered an intimate, down-to-earth look at real family conversations about life insurance, income protection, and the importance of having support when it’s needed most. The idea was simple: show a recognisable, trusted figure having genuine conversations with his son – removing the jargon and making the subject feel personal, warm, and relatable.
Authentic moments lead to real impact
To get the most out of the shoot day, we created three distinct ad creatives – allowing for a mix of long-form storytelling and short-form, social-friendly content. This gave the campaign the flexibility to speak to different audience segments and adapt easily across platforms. The filming approach centred on keeping Chris and Ben relaxed and genuine. By walking them through the benefits of each insurance product beforehand, their on-camera discussions felt natural and relatable – balancing Chris’s signature humour with meaningful reflections on family and security. The campaign delivered strong results, driving social engagement and increasing visibility for IGotCover during a key moment in its growth. Most importantly, it helped make life insurance feel more accessible by showing how it fits into real conversations between people who care about each other.
