We’re excited to have launched the latest chapter of ‘The Most Disastrous Campaign Ever’, marking Hiscox’s return to UK TV advertising for the first time in nearly 10 years. Created by Uncommon Creative Studio, with media planning and buying by Mediaplus, our new set of TV ads ‘accidentally’ go wrong in a series of interesting and amusing ways to show that running a small business can come with some unexpected risks.
From missed deadlines and technical glitches to supplier setbacks and unexpected claims, things can and do go wrong. By bringing some of these potential disasters to life, we show that Hiscox understands small businesses and how business insurance can help.
Read on to learn more about the new Hiscox ad.
What is ‘The Most Disastrous Campaign Ever’?
Launched in the UK in 2023, ‘The Most Disastrous Campaign Ever’ is a Hiscox advertising campaign that showcases all manner of mistakes and mishaps.
The TV launch builds on previous ads in the series, including radio adverts recorded in the wrong language, outdoor ads filled with typos, an upside-down billboard, a smashed digital out-of-home screen, and a blank Metro cover caused by a seemingly missed supply deadline. The campaign even featured intentional spoofs of three iconic brands – Specsavers, Weetabix, and Cillit Bang – to illustrate copyright infringement.
Upside Down - Some days can leave you feeling completely upside down.
Clocked - Ever had one of those moments where something important just… doesn’t show up?
Why did we want our TV ads to ‘go wrong’?
The TV ads ‘go wrong’ in different ways. In one version, the ad glitches midway through. In another, the ad appears entirely upside down, while in a third the video for the ad hasn’t even been supplied at all.
The humorous mistakes are designed to reflect the unexpected issues UK businesses face every day. While they’re exaggerated for comic effect, they are based on real-world risks, and we think that businesses will find them relatable.
What this campaign says about the risks involved in running a business
In developing this campaign, we noticed that a lot of insurance advertising doesn’t talk about what insurance is actually for: protecting people and businesses from specific risks. So, we saw the opportunity to address that and show businesses that we ‘get’ them and their world in a way that other insurers might not.
At Hiscox, we’ve seen all manner of unexpected SME disasters. A system outage, a contract dispute, weather-related delivery delays, or staff injuries can quickly disrupt day-to-day operations. These moments are often stressful, costly, and difficult to predict.
This campaign uses humour to reflect that uncertainty rather than avoid it. It recognises that disruption is often part of running a business and that understanding risk starts with being honest about where things might go wrong.
“‘The Most Disastrous Campaign Ever’ has always been about showing the reality of running a small business – where things unfortunately don’t always go to plan. Launching the campaign on TV lets us bring those everyday risks to life in a vivid and memorable way. The latest executions playfully disrupt the category and remind business owners that Hiscox is right there with them, supporting them when it matters most.” – Fiona Mayo, Chief Marketing Officer, Hiscox UK
How Hiscox supports small businesses when the unexpected happens
As a specialist insurer, Hiscox focuses on helping businesses when the unexpected happens. From day-to-day setbacks to more serious claims, unforeseen issues can affect your business’s ability to operate and cost you money.
Having the right cover in place can help businesses manage uncertainty with more confidence. Insurance is not about expecting the worst, but about being prepared if issues arise.
Disclaimer:
At Hiscox, we want to help your small business thrive. Our blog has many articles you may find useful as your business grows. But these articles aren’t professional advice. So, to find out more about a subject we cover here, please seek professional assistance.
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