Independent, employee-owned insurance broker TH March has launched a new television campaign aimed at raising consumer awareness of specialist jewellery and watch insurance.
The 30-second advert, built around the message ‘Protect what chance can’t’, will air on ITVX, with targeted placements through Sky AdSmart designed to reach households likely to benefit from specialist cover.
Taking a cinematic approach to the unpredictability of life, the advert explores the risks surrounding treasured jewellery and watches before delivering its central message: “You’re not always this lucky. TH March. Protect what chance can’t.”
The campaign closes with a call to action encouraging viewers to obtain a specialist jewellery and watch insurance quote online.
It targets consumers who own valuable jewellery, engagement rings, inherited pieces and luxury watches, highlighting the importance of considering insurance alongside the purchase of valuable items. It also aims to support jewellery and watch retailers by bringing protection into the conversation beyond the point of sale.
Founded in 1887, TH March specialises in insurance for valuable possessions. The business says its independent, employee-owned structure is central to its identity as it looks to expand its consumer reach.
Simon Dawe, managing director at TH March, said the campaign was built around the idea that valuable possessions should not be left to chance.
“‘Protect what chance can’t’ captures the role we play. When something is valuable or has real meaning to you, you shouldn’t have to leave its protection to luck,” he said.
Greg Ibbotson, head of marketing at TH March, said the creative was designed to move away from conventional insurance advertising, combining an emotionally engaging advert with a straightforward message.