To bring to life Homeprotect’s unique selling point, that it insures non-standard properties, the brand has launched a new campaign that pokes fun at some of the most extreme homes that can’t traditionally be protected.

The ad has been created by creative studio, Ourselves, and features voice over from actress and comedian Diane Morgan. The hero film features a cheeky narration from Morgan as the audience is shown pictures of some of the most extreme homes that are among the slim 3% of properties Homeprotect can’t insure. These include the likes of a farm shed without a roof, a converted double decker bus, and a tree house. 

By showing the extreme homes the spot cheekily reinforces the brands capabilities. Morgan cheekily says that while 97% of homes can be covered by the insurer, it would be impossible to show that many in such a short TV ad spot. The endline reinforces this message reading: ‘Cover for almost every home’.

As part of the campaign the concept is extended in out of home spots. These spots continue to show examples of homes that Homeprotect can’t insure, such as one which has a shark crashing into the building’s roof.

The humorous campaign aims to challenge category norms and engage with audiences by injecting fun into the more serious subject matter of home insurance. 

“Homeprotect asked us to help disrupt the sleepy, staid, and conservative home insurance market – driving fame and sales, to position Homeprotect as the go to-brand for non-standard customers,” says Aaron Howard, Creative Director at Ourselves.

The creative concept is designed to reinforce Homeprotect’s serious commitment to providing coverage for non-standard properties. Utilising the comedic talent of Diane Morgan to convey the brand's simplistic message, the campaign shakes up insurance category norms and speaks to consumers unpretentiously.