Momentum billboard

The momentum ad on the M1 South in JHB:
You only buy cheap insurance if you've got nothing to lose.

Really - first off you tell your market that frankly they're not getting an affordable deal - and secondly -- you completely ignore South Africa's economic landscape - flippantly writing off a majority market because you can't be bothered to work on an affordable insurance product for their 'worthless' possesions.

there's not an ounce of social responsibilty or sensitivity in it despite the fact that it is an essential product for anyone who has material possessions to protect.