Cannes Lions

Battle Plan

BUTTER., Dusseldorf / BARMENIA ALLGEMEINE VERSICHERUNGS-AG / 2016

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A commander strides up and down the front line of his troops, bellowing the final battle cry. While psyching up his warriors, annoying terms such as “incompetence” or “music on-hold” keep interrupting his speech. He swears they will win the battle against being put on hold. As he reaches the climax, he shows what they’ll be fighting for: claiming for a broken vase. Then he brandishes a telephone, raising it above his head like a sword and instead of roaring “attack”, he roars “Call!”.

Everything goes silent, the dialing tone can be heard, then a friendly Barmenia Insurance employee answers. The commander is thunderstruck, having prepared himself for being put on hold.

Suddenly the setting changes and we see that the commander is in fact a normal father who simply wants to report a claim. He’s happy and relieved as he realises there’s no need to fight with his insurance.

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