New OUTsurance TVCs change grudge-purchase perceptions

AIR Films' three TV ads capture the intimate development of relationships between family members over a time span of 15 years. They use real-life situations to show how each family spends its life OUTbonus. The scenarios include an opportunity for a young woman to be the first person in the family to attend university; a romantic second honeymoon in Paris; and a first car for a wheels-besotted lad.

Interpreting the scripts

Bryn Puchert, head of production and copywriting at OUTsurance, wrote the original ad concept. Life insurance is a traditionally sensitive topic and the production company was tasked with interpreting the scripts visually and bringing them to life with sophistication and poise.

"We were excited to be involved in this campaign," says Matthys Boshoff, director of AIR Films. "From an artistic point of view, the concepts offered much scope and provided an opportunity to showcase some of what we have to offer."

Casting the ads took some time. Boshoff, with Gaelene Lithgow of G-Stop Casting, cast lookalike children for the three ages portrayed in two of the ads, and adults who could be aged successfully with makeup and were able to deliver nuanced performances.

AIR Films was able to wrap shooting for the ads in just three days. "The production process took six weeks in total and was challenging and labour intensive," concludes Boschoff.

To view the ads, go to

Second Honeymoon from Matthys Boshoff on Vimeo.

Wheels from Matthys Boshoff on Vimeo.

University from Matthys Boshoff on Vimeo.