DAD'S POV
Publicis Hong Kong is taking a look at pregnancy from the Dad’s angle in a humorous new campaign for AXA that promotes the company’s Pregnancy Protection plan. The new work will be seen in Hong Kong initially and later in Singapore.
The strategy for the new work was developed by the agency from insights highlighting that expectant fathers want to be connected as possible to their future babies and be prepared as their partners experience their pregnancy terms. Despite the fact that the men are not physically carrying the baby, they are still experiencing challenges as the birth day arrives.
The campaign is led by a 30-second TVC that features an expectant couple as they make the 9 month pregnancy journey together, from the ultrasound moments, morning sickness, lamaze class and until the child is born. The instantly recognisable song “I am gonna be” (or as it is commonly referred to ‘500 miles’) is sung by a choir. The choir is also a symbolic of the Dads out there who have already experienced this journey.
The integrated campaign also engages print, outdoor and online content.