Hypnotic TVC from Santam underlines risk management

Out of the estimated 8.7 million species on earth, humans are the only ones that actively seeks out risk, knowingly and often against their own better judgement. They speed, they text while driving, they drive under the influence of alcohol and they neglect their own security, putting important things off until later, which they know they should do today.

The TVC amplifies the current brand communication that uses the different days of the week in a clever way to show people how to manage their risks, day by day. As with the previous TV ads, including the series featuring Sir Ben Kingsley, the new commercial also has an interesting and unexpected twist - all the lead actors were hypnotised. While the actions of those hypnotised were not staged, they were filmed in a controlled environment to ensure the safety of all involved.

To make the advertisements, world-renowned hypnotist Keith Barry took to the streets of Johannesburg to illustrate that people are extra careful when they believe they are more vulnerable and at risk.

"The company is holding the mirror up, showing people how we put ourselves at risk every day and how the smallest change in thinking can only make us safer," says Yegs Ramiah, executive head of brand at Santam.

"Clients will continue to benefit from the company's claims philosophy and capability, enabling us to pay out more money in claims than any other insurer. While our recently released interim results reflected difficult underwriting conditions during the six months ended 30 June 2013, we settled claims to the value of R6.6 billion by doing just that, meeting the needs of policyholders when they need us most. That is insurance good and proper," concludes Ramiah.

The campaign forms part of a broader campaign roll-out, consisting of press, radio, outdoor and digital.

View TVC here: