Even the AI expects damage

The world is changing at an incredible pace. As a result, it is increasingly difficult to predict what will happen next. But one thing is certain: damages happen anyway. This is also the conclusion of artificial intelligence. The latest campaign by advertising agency Jung von Matt LIMMAT for the Swiss insurance company la Mobilière picks up on this fact and combines it with la Mobilière's long-standing promise: “Whatever happens – we’re here to help you”.

AI can now do almost anything: write text, generate video and images, plough through huge datasets in seconds. And it can complement existing images. And that’s where it really gets interesting. What happens outside the image frame according to AI? This is exactly what la Mobilière and Jung von Matt LIMMAT wanted to know from AI in their latest campaign.

The idea is based on a simple but interesting observation: AI, which is like the insurance business based on data, also calculates damages on its own. If you use the AI Photoshop tool "Generative Filling" to enlarge harmless-looking pictures, the AI tool once and again complements them with damages such as dented cars, spilled paint or broken dishes. Since the tool has obviously also been trained with images showing damage, it calculates possible damage based on the initial scene.

Hanna Poffet, Marketing Communication Manager at la Mobilière, says: "In our communication we always try to pick up on current issues in order to underline the promise of la Mobilière. The AI idea, which came about by chance and in a playful way, convinced us all the more because it applies to both. Nicole Bieri, also Marketing Communication Manager, adds: "In this campaign, la Mobilière's humor uses modern means, but the mechanics are actually the same as in our previous ads. One situation is complemented by other elements that give the whole story a new twist. That's why we liked the AI idea from the start. Because it also knows that "damage is part of life".

The campaign uses stock images in the style of la Mobilière imagery and integrates the traditional promise of the Swiss insurer: "Whatever happens – we’re here to help you". The examples show: This long-standing promise is still very relevant today.

Managing Creative Director and Agency Lead Luitgard Hagl: "The campaign combines the core of la Mobilière brand with the contemporary topic of AI and plays with the new technological possibilities of image supplementation. At the same time, AI is not a new topic for la Mobilière after all, the insurance models are already based on the automated processing of an infinite amount of data".

The campaign started in Switzerland 17 July, with two TVCs, DOOH sites and online assets.