"Picture of Trust—City"

7 July 2026

30s

Picture this.

This Intact Insurance commercial gets street to the point, if you will. Directed by Nolan Sarner and designed by Pink Calculator (Sarah Wilson and Tamara Rushlow), the ad takes place on a Canadian street where the narrator plays a game of Spot the Policyholder. He's rather good at it, to be honest, though it helps when you can highlight places and people of interest with a red outline.

The device lets Intact string together a bunch of satisfied customers in one uninterrupted flow (OK, so Bill gets in the way at a hot dog stand, but only for a few seconds). There are elements that come and go like a delivery truck and ones that are fixed in place like a coffee shop or skyscraper, but they all share the same level of trust in the advertised insurer. If viewers believe in strength in numbers, the brand’s right up their street.

Canada

Insurance