Hiscox France Launches Small Business Insurance TV Campaign
January 10, 2012
As an Englishman, albeit one that’s been adopted by New York, you wouldn't expect much praise to come from me when it comes to the French. As close neighbors in Europe we ‘have history’. Centuries ago we had frequent wars between us – but in recent times things have been much more civilized with any aggression being limited to competitive sports like rugby and football (soccer!) – and keen debates about the Euro and European Union. I have to say though that I've always liked France and the French. Paris is one of the most incredible cities on planet earth – driven by its architecture and museums, gastronomic food and wine, and capped by the friendliness of the locals. It’s all good, and if you’re ever planning a trip to Europe I’d recommend Paris over London every time. In the US we've been busy reinventing how small professional service businesses buy their small business insurance - general liability, professional liability and business owners insurance. Quietly in the background our French business has been formulating a plan to do the same [in France], and last night they aired their first TV commercial.
I wanted to share it with you because I think that what they’ve delivered is one of the best TV ads I've ever seen for the insurance sector. It manages to get a very serious message about how litigation can strangle a small business across in a humorous, compelling, and clear way. It stirs up feelings, emotions and fears that any small business owner or entrepreneur will recognize. Even those of you who have French vocabulary that is limited to 'DEUX BIERES S'IL VOUS PLAIT' (‘two beers please’) will immediately relate to the story from the film alone. Congratulations to our French team for delivering such a powerful start to their journey and giving me yet another French thing to love. I hope you love it, too.