Publicis Hong Kong takes a look at expectant fathers in a spot for AXA Pregnancy Protection

Dad.jpgPublicis Hong Kong is taking a look at pregnancy from the Dad's angle in a humorous new campaign for AXA that promotes the company's Pregnancy Protection plan. The new work will be seen in Hong Kong initially and later in other Asia markets.

Strategy for the new work was developed by the agency from insights highlighting that expectant fathers want to be connected as possible to their future babies and be prepared as their partners experience their pregnancy terms. Despite the fact that the men are not physically carrying the baby, they are still experiencing challenges as the birth day arrives.
Dad 2.jpg"AXA is a company that continually strives for the greatest relevance to consumers and this new work recognises the excitement and emotion expectant fathers experience during their partner's pregnancy," said Sue McCusker, CEO of Publicis Hong Kong. "We have put a humorist twist into the new work to achieve greater connectivity to our target market, offering Dads a new way to express their love and care for their pregnant partner and unborn child." 
AXA.jpgThe campaign is led by a 60-second TVC that features an expectant couple as they make the nine-month pregnancy journey together, from the ultrasound moments, morning sickness, lamaze class and until the child is born. The instantly recognisable song "I am gonna be" (or as it is commonly referred to '500 miles') is sung by a choir in the TVC. The choir is also symbolic of the Dads out there who have already experienced this journey.
Credits -
Creative Director: Ray Chan,
Integrated Account Leads: Sue McCusker, Daniel Cullen, Apitchaya Borvornsettanan
Planning: Eva Ng, Carmen Wu
Media Agency: Havas
Production House &  Director: RSA, Barney Cokeliss

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.