Southern Cross Health Insurance and TBWA\New Zealand launch the latest campaign from its ‘With You’ brand platform. Celebrating being part of a collective, the spot highlights the power of being surrounded by a team that truly cares.
The commercial tells the story of Caroline, the leader of a construction crew. Quickly, her connection with each of her colleagues becomes clear, whether she’s enjoying a tea break with them, motivating them, or playing cards with them, until one day she’s not there. As she undergoes treatment in a Southern Cross hospital, her absence is felt throughout her team. But they keep things moving while hatching a plan to rally around her upon her return.
Driving back up to the site, she hears them burst into a touching rendition of Neil Diamond’s ‘Sweet Caroline’, embracing her back into the crew, demonstrating: ‘when you’re with the right people, it shows.’
At the heart of the brief, the not-for-profit Friendly Society Southern Cross wanted to communicate the extraordinary value of being part of a team that truly cares.
Inspired by this notion of shared humanity, TBWA\NZ sought to compose a vignette of people doing right by one another when the going gets tough. At a cultural level, this resonates strongly with New Zealanders just as it does for Southern Cross.
TBWA\NZ opted for a personal story to powerfully communicate the larger human truth, crafting a realistic narrative and characters so viewers could see the parallels in their own lives.
Inspired by the construction site located outside TBWA\NZ’s offices, the main character is loosely based on a Māori woman with the natural aura of a leader who works there. To craft the final big gesture, TBWA\NZ drew on their experiences at sports stadia, knowing how a song like ‘Sweet Caroline’ unites a crowd. The tune also provided the team with the perfect name for their protagonist.
This professional campaign titled 'Sweet Caroline' was published in New Zealand in October, 2022. It was created for the brand: Southern Cross Health Insurance, by ad agency: TBWA/New Zealand. This Film medium campaign is related to the Insurance industry and contains 1 media asset. It was submitted over 1 year ago.
Client: Southern Cross Health Insurance
Head of Brand & Engagement: Regan Savage
Brand and Acquisition lead: Valerie von Geldern
Marketing Manager: Alice Lee van der Wende
Agency: TBWA/New Zealand
Chief Creative Officer: Shane Bradnick
Creative Directors: Ashwin Gopal
Senior Art Director: Gavin Siakimotu,
Chief Executive Officer: Catherine Harris
Head of Business Management: Simon Mills-Houlihan
Account Director: Zak Murtagh
Planning Director: Josh Taylor-Dadds & Joseph Judd
Senior Integrated Producer: Jacqui Walker
Production Company: Good Oil
Director: Joel Kefali
Executive Producer: Andrew McLean
Managing Director: George Mackenzie
Producer: Claire Richards
DOP: Crighton Bone
Editor: Dan Kircher
Post – Stuart Bedford
Photographer: Kieran Scott
Sound Design: Craig Matuschka, Liquid Studios
Music / song Sweet Caroline (N Diamond) performed by Neil Diamond.
Music Licensing: Jonathan Mihaljevich, Franklin Rd.
Media Agency: MBM NZ