Insurer Hiscox has unveiled one of its most ‘disastrous’ campaigns to date, by using the copyright of three iconic UK brands: Specsavers, Weetabix, and Cillit Bang.
This marks the latest iteration of its ‘Most Disastrous Campaign Ever‘, which uses media space to boldly illustrate the very mistakes it insures.
Previous iterations have included radio adverts recorded in the wrong language, posters riddled with typos and a blank Metro cover-wrap due to a seemingly missed supply deadline.
Hiscox’s ‘infringement’ takes liberties with each brand’s distinctive assets, including brand colours and iconic taglines.
What, at first glance, appears to be a trio of Specsavers, Weetabix and Cillit Bang posters, quickly reveal themselves to be playful business insurance adverts raising awareness of the legal risks of copyright infringement.
Through its messaging, Hiscox has humorously repurposed the three iconic brand lines…
“You should’ve gone to Specsavers” becomes “You should’ve gone to Hiscox.”
“Have you had your Weetabix?” becomes “Have you had your Hiscox?”
“BANG! And the dirt is gone” becomes “BANG! And Hiscox could help protect you.”
The campaign also includes a set of out-of-home sites produced by Posterscope including ‘real’ folds, which obscure the infringed brands’ identities and reveal the Hiscox logo as the brand behind the campaign.
Fiona Mayo, chief marketing officer, Hiscox UK said: “While this ad is playful in nature, the risk of accidentally infringing copyright is a very real one that many of our customers face as they go about their business.”
“Copyright infringement is a particularly thorny area for our customers in marketing, media and creative industries, where assets that might feature in their work for clients like music or photography, are often protected,” said Mayo, “But it doesn’t stop there; from software codes and databases to sculptures and architecture, the risk of infringing copyright exists in most sectors and this campaign is just one way of illustrating this.”
She added that the company was grateful to the three brands for their help “in bringing this danger to life in such a striking way”.
Victoria Clarke, marketing services director, Specsavers said, “The essence of this Hiscox campaign aligns so well with our ‘should’ve gone to Specsavers’ moments so it was an opportunity we simply didn’t want to miss. We’re delighted to help bring this campaign to life alongside some iconic British household brands.”
This new campaign marks the next step in a two-year long partnership between Hiscox and creative studio Uncommon, expanding on the success of ‘The Most Disastrous Campaign Ever’, first released in 2023.
This iteration of Hiscox’s ‘Most Disastrous Campaign Ever will be live in the UK for the next month and beyond.
Ed Birth, head of brand marketing at Hiscox is speaking at FP Live!, to hear more about ‘the Most Disastrous Campaign Ever’ get your tickets here.