SINGAPORE – Are you smarter than a five-year old? Probably not Max, the five-year-old in MSIG’s latest campaign, at least when it comes to insurance. 

In the campaign by Leo Burnett, which is running across print, outdoor and online, Max takes center stage in the campaign as he eloquently explains the difference between the types of insurance available for travel and home, busting common myths effortlessly – driving home the point that the right knowledge is essential to purchase the right kind of insurance for your needs. 


Clarence Chiew, executive creative director, Leo Burnett Singapore, said, “We wanted to help more people understand what they’re actually buying (or not buying) with typical insurance policies, and the challenge was to make these ‘lessons’ easy to understand and remember.”

“So the premise we arrived at was a simple one – if a five-year-old can explain tricky insurance misconceptions to you, it’s probably going to stick. The other upside of braving it with such a young actor was that it made our message that much more entertaining and shareable, and breaks the monotony of typical insurance advertising. Probably the most challenging thing about producing this campaign was finding a five-year-old who could actually act!” Chiew said.
The campaign kicks off with an introductory film about Max with a call at the end to check out the various myth-busting videos which can all be seen on MSIG Singapore’s YouTube channel.

Creative Credits
Client: MSIG Insurance Singapore Pte. Ltd.
Brief: To drive consumers’ understanding of insurance and its coverage. 
Creative agency: Leo Burnett Singapore
ECD: Clarence Chiew
Art director: Clay Kuok, Linus Chen
Writer: James Scanlon
Planner: Tulika Sahai
Client Servicing: Rebecca Ang, Jason Tan
Media agency: MEC
Media planner: Christine Leobrera
Production house: Freeflow Productions
Director/Photographer: Ros / Charles Chua
Edit House: Freeflow Productions
Exposure: Print, Outdoor and Online

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