Agency Network: 
October 2010
FMG:  Helmets
FMG Print Ad -  Helmets


Print advertisement created by Hot Mustard, Australia for FMG, within the category: Finance.


You can't protect your crops from hail. But you can insure them.

Advertising Agency: Hot Mustard, Auckland, New Zealand
Creative Director: Jayson Houghton
Art Director: Mike MacKinven
Account Manager: Michael Kiernan
Retouching: The Lounge
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TSD Agency's picture

What's wrong with the sky?

TSD Agency
Activity Score 745
Chief Creative Officer at Tough Slate Design, Kyiv, Ukraine |


shahidali's picture

Superb. Interesting way of putting it and great art direction.
Better if such detailed copy at the bottom could have been avoided.

Activity Score 4067
Dhaka, Bangladesh |


Guest's picture

i believe a helmet protects not insures

Guest's picture

So that means you understand the ad perfectly.
It is impossible to protect your crop, this rationale being perfectly illustrated with the exaggeration (protective helmets for each grain of wheat).
However, you now have the option of insuring it.

I like the execution, and the idea works well with what they had to advertise.

gon_enelcamino's picture

this is really stupid

Activity Score 838
AmOgodzzz's picture

Typical insurance company ad. Hackneyed, wordy headline, boring layout, and an obvious, unoriginal visual. Plus a box on the bottom with body copy that nobody will ever read. Great job, guys.

Activity Score 824
Copywriter at School of Visual Arts
Guest's picture

Overall it's an interesting idea. How is this typical? How is the visual unoriginal?
I haven't seen anything like this before.

jnaimo's picture

It does the job. I get it. Appropriate for the customer. If I was talking hail storm the headline should reflect that - seems very soft spoken in this sample. There are some typographical issues that could be addressed. I miss the period at the end of the headline - it may be creative license - but without it the statement wants to run on. No authority. In the green subtitle do I perceive two spaces after the periods? Does it bother you that the second sentence has a dangling word? Also I understand that the corporate color is green, and maybe you tried some variations, my preference would have been to tie it into color palette of the photo illustration, or a darker gray - darker than the body text. Then, maybe, the vertical green line separating the sell copy from the logo could have been dropped. And the logo, in all its green, would stand alone. It might help to tuck the contact number under the logo - a bit too much of a gap for my tastes.

Activity Score 100
Graphic Designer at Baudville, Inc.
Roger Keynes's picture

Roger that.

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

Guest's picture

even i believe that helmet protects doesnt insure at all

Guest's picture

not bad, Idea was old

Wordnerd's picture

good (daily business) ad

Activity Score 6692
Dzsoi's picture

Old advertising technique (you can't do that (weird visual proof) -> - this (our product/service) is the solution), but still works. Good daily business ad indeed. Not for award shows, so what.

Activity Score 8611
Guest's picture

If I were a farmer and saw this ad in my local paper or regional magazine, it'd make me think about FMG. Then I'd ask "What does FMG offer?" and read the copy.

It's strange that other commenters are judging this ad as if the ad were for perfume or sexy pants or underwear. It's for crop insurance. The ad works.

If it makes money, then it satisfies the client and does its job. Right?

flurl's picture

Gets the point across well. All the market needs is that awareness and a memorable visual tied to a name for them to look into it. Remember that you're not trying to sell candy bars, this is an essential to many so it's just a matter of which brand.

Out of curiosity though I wonder whether this is ripped off of Allianz's Pillow Roof (which had the same copy almost verbatim) or vice versa. This one does it better.

Activity Score 97
flurl's picture

-double post please delete-

Activity Score 97
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