Cover-More Travel Insurance Unveils ‘Like Having Mum On Holiday’ Campaign Via Supermassive

Australian travel insurance provider Cover-More and independent agency Supermassive have revealed the first brand campaign from their new partnership.

Cover-More’s new campaign is position as ‘like having mum on holiday, without having mum on holiday’.

Filmed on location in Thailand by comedy director Josh Logue, the spot was produced by Somewhere Nowhere. With the help of media agency Avenue C, the integrated campaign kicked off on December 1 across SVOD, digital, social, and out-of-home.

‘It’s like having mum on holiday, without having mum on holiday’ is designed to show the care that Cover-More provides travellers, helping them worry less on holiday. According to the new campaign, it’s the kind of care you usually only get from one person in your life: mum.

Supermassive co-founder and chief creative officer Jon Austin said: “When something goes wrong in life, the first person we usually want is our mum. But, ironically enough, the last person we want on holiday is our mum. When it came to showing how Cover-More gives you all of the care and none of the worries on holiday, mum felt like the perfect creative vehicle to help us tell the story”.

Steve Webster, head of brand & partner marketing at Cover-More Travel Insurance added: “Our new campaign taps into a universal concept of care and protection in a way that’s warm, fun and immediately relatable. At Cover-More our mission is to help travellers worry less. This idea brings that promise to life with real charm and cultural resonance, creating a memorable platform that we know could live on across moments and markets”.

Credits

Client: Cover-More Travel Insurance

Chris Noble, Global Head of Direct Sales

Steve Webster, Head of Brand & Partner Marketing

Sam Warfield Smith, Brand Marketing Manager

Creative Agency: Supermassive

Production Company: Somewhere Nowhere

Director: Josh Logue

Executive Producer / Producer: Zac Warneford

1st Assistant Director: Angus Bolles

Director of Photography: Aaron Adrian Rogers

International Production Company: Mbrella Films

Stylist: Ashley Marcos

Photographer: Lula Cucchiara

Digital Operator: Hannah Smith

Production Assistant: Bridget Ashton

Edit: The Post Lounge

Editor: Matt Bennett

Post Production: White Chocolate

Grade: Alina Bermingham

Sound: Electric Sheep

Media Agency: Avenue C