About this advert
More Th>n Freeman
For: More Th>n
25 January, 2011,
This advertisement is promoting the More Th>n insurance brand, introducing a new character in its marketing activity. The campaign includes a series of four 60-second cinematic TV ads promoting home, pet, and vehicle insurance. Stephens Francis Whitson devised the campaign, dubbed More Th>n Freeman, using US impressionist Josh Robert-Thompson to create a take-off of the Hollywood actor Morgan Freeman. Narrative clips, in the style of Freeman’s folksy voiceovers found in films such as The Shawshank Redemption, are created with the emphasis of creating a sense of authority and trust within the brand itself. Peter Markey, marketing director for More Th>n, said the ads push the “trust, honesty, strength, and protection” provided by the insurance brand. So is this what comes across when viewing these ad’s? No. To be fair, the ad’s have gained a lot of discussion on social media sites such as Twitter and Facebook and they are somewhat memorable, informative and rather endearing. However, they do not install a sense of trust, honesty or protection for the More Th>n brand. The mini clips are either loved or hated amongst viewers, with negative responses including that the end line ‘I am More Than Freeman’ is an awful pun that even confuses the viewer. If anything these ad’s simply amuse the viewer for a short amount of time before people start to get sick of hearing the same fake Freeman voice over and over again. Morgan Freeman is a well respected actor and to have ‘his’ voice narrating an ad for insurance just seems ridiculous. If anything, viewers feel cheated, “We aren’t really listening to Morgan Freeman’s voice?!” No, we are not. Insurance is a serious matter and the silly approach More Th>n is using has created a widely agreed negative response. How can they expect to be taken seriously when their advertisements are filled with silly puns and ridiculous speech, such as, “The red army going back to Moscow...” What does that even mean?! Overall, nice try More Th>n... but not good enough.
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