AXA UK launches TV campaign with Channel 4

AXA UK has teamed up with Channel 4 to create bespoke versions of their “Future You Will Thank You” advert.

The adverts are a spin-off version of AXA’s “Future You Will Thank You” campaign, which opens with the tagline “AXA Insurance… good choice.”

The campaign features well-known Channel 4 celebrities George Clarke, Scarlette Douglas, and Jason Fox.

The series of adverts show the celebrities reflecting on their successful careers, thanking themselves for the early-life decisions that got them there.

The variety of decisions we make in our early life reflects the “breadth of insurance that AXA UK offers: home, car, health and business insurance,” said Barney Bailey, brand and sponsorship director at AXA UK.

“We used every tool in our arsenal to cut through in a competitive category by sweating our brand cues: from a creative idea that has a pure product and consumer insight at its heart, to a production technique that delivers standout and a media strategy that extends the idea beyond the traditional formats.”

Angus Mitchell, customer and commercial leader at Channel 4, goes on to explain that the adverts will be strategically placed between specific programmes to “drive a deeper connection with our audiences.”

The first celebrity advert will be aired on Wednesday 23 August after the Channel 4 show “George Clarke’s Old House.”