Far Out Friday: Insurance company’s comedy character not to be copied

Far Out Friday: Insurance company’s comedy character not to be copied

Far Out Friday: Insurance company’s comedy character not to be copied Budget Direct has launched a humorous ad campaign this month featuring a new Evil Knievel-style character Captain Risky whose foolhardy daredevil actions exemplify what the company definitely won’t insure.

Advertising agency 303Lowe is behind the campaign which shows Captain Risky embarking on a series of stunts to a Seventies soundtrack.

Uttering the catchphrase ‘Let’s kick it and rip it’, Risky platform dives into a kiddie pool, hangs onto a helicopter over the ocean, crashes a motorbike through a bus window and busts some terrible karate moves.

The voiceover explains that Budget Direct doesn’t insure Captain Risky so that rates stay low.

Indeed, using a similarly humorous tone, the company’s website lists various extreme travel sports, such as running with the bulls, shark diving or hang gliding, and extreme professions – base jumper or rocket test pilot - that they won’t touch in order to keep premiums down.

And they avoid offering car, home and contents insurance altogether in the Northern Territory due to the higher risk of cyclones and unfinished roads in that part of Australia.

The ads are causing a sensation already, and have featured on USA Today’s Newslook feature Buzz60 on their website.

Budget Direct’s client marketing chief, Jonathan Kerr, told Mumbrella that while the ad did include the disclaimer ‘Budget Direct does not recommend attempting these stunts’, he was not worried about copycat incidents.

“We think it’s very clearly comedic, stupendous, ridiculous, parody fun,” he said. “We’re quite comfortable that people understand him as kind of a metaphor and not someone to be imitated.”
 
8 Comments
  • SB 16/01/2015 10:12:17 AM
    What they should also put on their adds is that they also restrict their scope of cover and reduce the additional benefits which all help to keep their premiums down.
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  • Rodney 16/01/2015 10:58:02 AM
    What about advertising how many claims they don't pay due to there policy exclusion or just plain hard claims assessing, and what they don't cover, if you do a comparison on there policies they are scary in some areas that's why they are cheap and unsuspecting ill informed consumers are allowed to be attracted to these companies by law and when they find out there not covered for some claims?.
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  • Shane @ Trade Risk 16/01/2015 11:05:39 AM
    Big fan of Captain Risky!
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