For 10 weeks starting September 03, a TV advert featuring dancer Taylor Haines will air as part of AXA’s “restless for a reason” marketing campaign.

The ad placement – to be viewed first during ITV’s drama series Victoria – will be supported by outdoor, radio, and digital displays. Announcing the new brand strategy, AXA said it will highlight the insurer’s efforts to improve its customers’ lives.

Haines, born with a bone disorder, worked hard to be an accomplished dancer and choreographer despite being fitted with a prosthetic leg as a child.

“Our new campaign, featuring Taylor Haines, who embodies the ethos of restless for a reason, showcases some of the ways that we are evolving,” commented Darrell Sansom, AXA UK chief customer & innovation officer.

The following key areas will be featured in the wider campaign:

• AXA Research Fund - dedicated to boosting scientific discoveries
• Driverless cars - bringing the technology safely to British roads, in cooperation with the government
• Doctor@Hand - video service allowing patients to speak to a GP anywhere, all year round
• Emergency cash advance - up to £1,000 for home insurance customers

Sansom said: “At AXA we are restless for a reason, and that reason is the wellbeing of our customers. What our customers want is changing, they are no longer satisfied with an insurer that simply pays their claims – they want a partner that can help them improve their day-to-day lives.”


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