Serious people are annoying. Except when it comes from Allianz.

Insurance is serious business. Sometimes, a little too serious.
For its first collaboration with the Buzzman agency, Allianz France is launching a campaign that flips its “overly serious” reputation on its head, turning it into a core strength. With a healthy dose of self-deprecation, the insurer is delivering a new message: “Overly serious people are annoying. Except when they are your insurer.“

In a market often saturated with sentimentality and forced friendliness, Allianz France and Buzzman are taking the opposite approach by leaning into the brand’s historical DNA: its seriousness. While this personality trait can be grating in others, it becomes incredibly reassuring when it comes from an insurer.

“Allianz relies on a very strong foundation of trust, built over time thanks to the seriousness, expertise, and commitment of our agents and teams nationwide. Today, our ambition is to go further by evolving our narrative to strengthen the bond with our audiences. Without denying the solidity of our brand, we also want to be an insurer that is closer, more accessible, and more personable. This is an essential evolution for a leading player fully aware of its responsibility,” explains Constance Wiblé, Brand and Communications Director at Allianz France.

The campaign explores this contrast through a series of films where the professional habits of Allianz insurers become downright exhausting for those around them. We meet a father performing a “wealth assessment” on his son’s sandcastle, a children’s soccer coach obsessed with “personal injury coverage,” and a friend turning a board game night into a “seismic risk” analysis.

However, when these same characters return to their actual roles as Allianz agents, their once-annoying rigor becomes their greatest asset.

Starting January 25, the campaign will roll out through a saga of five films broadcast on TV, Online Video (OLV), and social media. It will be bolstered from January 27 by a national OOH campaign, including the Paris Metro, bus rears, and 2m² posters. To maximize the campaign’s impact, a social media and influence strategy featuring exclusive content has been designed. The Allianz France TikTok account will launch on February 2, alongside a specific LinkedIn activation “seriously” featuring the brand’s agents and employees.