AIG Life launches 'This Is For Them' with the New Zealand All Blacks



Monday 2 September 2019


AIG Life Limited has today unveiled a consumer-facing sponsorship campaign featuring the New Zealand All Blacks rugby team, to promote life insurance.

AIG’s This Is For Them UK brand campaign features six of the All Blacks team members talking about how family, fans, team mates, the game and their heroes motivate them to be the best they can be. The campaign, aimed at encouraging consumers to rethink life insurance, draws on the All Blacks powerful philosophy to ‘leave the jersey in a better place’. At its core is a powerful reminder that the best things we do in life, we do for others.


Sue Helmont, Marketing Director at AIG Life, said:

'Financial advisers know better than anyone from their conversations with clients that people don’t like to talk about death and the life-altering moments when life insurance is needed. It’s a perfectly understandable human reaction. Consumer advertising campaigns for life insurance are rare in the UK as a result.

This Is For Them is an exploration of the inner-most motivations behind the All Blacks and uses the power of human emotion to prompt thinking about the legacy we can all leave to protect and look after others.

We want to celebrate the selflessness in all of us and encourage people to contact a financial adviser to discuss their protection needs. We hope this campaign will offer a different opportunity to open conversations with new and existing clients.'


AIG’s sponsorship campaign – which goes live in the run up to the Rugby World Cup – is led by a 90-second video narrated by New Zealand rugby legend Sean Fitzpatrick and features six of the current All Blacks players telling stories of what drives them: family, teammates, heroes, fans and being in the game itself.


New Zealand rugby legend Sean Fitzpatrick, who narrates the 90-second manifesto film, said:

'As father, husband, and former All Black, I connected with this campaign on a number of levels. It’s an honest and sincere insight into what the All Blacks play for and took me straight back to being in that changing room. Importantly, it reminds us all that acting with others in mind is at the heart of living a fulfilling and meaningful life. I’m truly proud to be a part of it.'


The sponsorship campaign includes five additional 60-second films that look at each element of what motivates the all Blacks, along with social content featuring brand ambassadors Sir Clive Woodward and Richie McCaw as well as digital, print and out of home adverts.

The campaign was developed by creative agency Octagon with Intermarketing Agency handling media planning and buying.