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

Publicis 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.

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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.

“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.” 

The 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 –

Production House &  Director: RSA, Barney Cokeliss