Life insurance provider DeadHappy has explained how it worked with TV advertising governing body Clearcast over a new campaign carrying the slogan ‘Please Die Responsibly’.
To ensure the ads do not fall foul of regulator the Advertising Standards Authority (ASA), DeadHappy told Health & Protection it worked Clearcast to ensure it fits within guidelines.
The insurer was aiming to avoid a repeat of broker firm Prolly’s brush with the regulator for its latest advert. Earlier this month the ASA upheld complaints against the scheduling of a Prolly advert which was broadcast during Thundercats Roar!
Make your deathwish
The potentially controversial DeadHappy campaign, which saw its first TV ad air on 16 August with a second version planned for 1 September, aims to encourage consumers to make their deathwishes.
This could include ashes being sent to the edge of space, a mortgage being paid off or a gift of a trip to Las Vegas which can be made part of their life insurance policy.
Airing across numerous channels, the first advert depicts a man whose deathwish is for a Viking funeral with a truck load of fireworks.
Elaborating on the campaign, the insurer noted around 8.5 million people do not have life insurance, but should, with 50% of parents in the UK not having life insurance policies.
“DeadHappy wants to change this. The ad campaign is designed to encourage people to take a more practical and proactive approach to planning for their deaths, so that they can rest assured that, when it is their time to go, their finances, assets and loved ones will be well taken care of,” it said.