Coming in to work this morning, I was surprised to discover that Tom Baigrie had finally managed to get his generic life assurance campaign off the ground. At Euston I saw a 48-sheet poster featuring a good-looking, half-dressed and distinctly smoochy-looking young couple with a headline that says: Powerful Protection Never Felt So Gentle.
The headline seemed a little odd: does life assurance ever seem “gentle”? Is gentleness a benefit that consumers appreciate? And what would it actually be like in life assurance? Am I right in thinking that a life company only really gets to be “gentle” at the time of a claim?
As I pondered these issues, my eye drifted gradually to the bottom right corner of the poster, and I realised that I was on the wrong track. “NIVEA Sensitive,” the logo said. Not the kind of “protection” I’d been imagining at all.