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Creative Creative Works OOH

Hiscox launches a ‘disastrous’ debut campaign by Uncommon


By Amy Houston, Senior Reporter

September 14, 2023 | 4 min read

The playful ads highlight dramatic stories of small business owners through a series of wryly told scenarios.

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Hiscox campaign / Uncommon

Insurance company Hiscox has released a new ad campaign showcasing the ups and downs of running your own business and how they help if things go awry.

It’s the first work from the creative studio Uncommon for the brand. It will run across outdoor activations, including special builds, digital-out-of-home (DOOH) and press features.

In a cheeky twist, each aspect of the campaign has deliberate faults. Some appear to be duplicated, mid-sized or incorrectly installed. There’s even one that spells Hiscox incorrectly.

The outdoor campaign can be seen in person across 17 UK towns and cities.

In the press, there’s a purposefully blank newspaper wrap for the Metro accompanied by inside and back page ads that read ‘You missed the deadline to supply a front page for your client’s cover wrap and now they’re threatening to get legal.’

Lucy Jameson, co-founder at Uncommon, said: “We’re proud to share our first work for Hiscox – which is, quite literally, the most disastrous campaign ever. From typos to burst pipes – this playful outdoor work uses multiple special builds to bring to life real stories of the risks and challenges that affect business owners today.

“In the insurance category, which usually plays it safe — this message is bold and brave – differentiating and elevating Hiscox’s people-focussed offering, with a provocative new tone of voice.”

The initial launch targets the insurer’s core audience of SMEs, and there will be a campaign aimed at high-value homeowners coming afterward.

Fiona Mayo, marketing director at Hiscox UK, added: “Hiscox is a different type of insurer. We are specialists, not generalists and our advertising reflects that. In a category that’s often serious and cautious, we’ve created a campaign with a distinctive visual approach and intelligent humor that’s rooted in deep insight to stand apart.”

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