"Everything You Care About (DC)"

9 June 2024

82s

Life's journey

This immensely sweet commercial uses one of advertising's favourite tricks to describe the relationship between a mother and daughter over the years. A comfort blanket is at the centre of proceedings as the shifting sands of the mother/daughter dynamic affects them both at different times and in different ways.

It's little wonder this has proven such popular trope as when it's done skilfully, as it has been here, it packs an enormous emotional punch. In just over a minute, the viewer is so invested in the duo that mum's distress when her daughter leaves home is borderline heartbreaking.

Insurance company Intact indirectly associate themselves with all of this authentic angst, positioning themselves as an enduring ally as we battle our way through life.

Canada

Insurance