NFU Mutual: We love to pay out by Grey London

Grey London’s new campaign for insurance brand NFU Mutual revolves around what may appear at face value a surprising claim: that the insurer ‘loves to pay out’. While bold, it’s also true: NFU Mutual, which has been voted Which? insurance provider of the year 2016, pays out on a staggering 98% of home insurance claims (based on annual settled claims 2013-2015, excluding claims not persued by the claimant).

Taking inspiration from that surprising statistic, the campaign also breaks from industry norms – revolving around an energetic TV spot with a jaunty track and shot by acclaimed music video, commercial and film director Jake Scott through RSA Films.

In this new TVC, a NFU Mutual agent struts up a tree trunk that has fallen in a storm and damaged a house, tap dances a wonky roofing slab back into place and effortlessly fixes a chimney that has been damaged by a lightning strike, before sliding down a slippery roof and coming to the aid of a couple whose kitchen has been flooded, reassuring them that ‘of course’ the company will pay out on their claim.