While Aunt Angie’s Stories Are Complicated, the Cover Isn’t in New CG Insurance Campaign

Chemistry’s latest campaign for CG Insurance, the largest insurance provider that supports 21 countries and jurisdictions in the Caribbean and beyond introduces 'Aunt Angie'. We see her hang-gliding with goats before ending up in the hospital after crashing, monkeys stealing her car to rob a bank and even, her car being hit by a fisherman! This is, of course, told to her nieces and nephews, when much more "normal" occurrences happen to them including a needed claims payment, a boyfriend's ex-girlfriend vandalizing a car and a new car replacement. While her stories may be complicated, Aunt Angie is covered, so now she is helping to cover others as the new spokesperson.

The execution of this campaign came together from an all-Black women led production team at Chemistry, Test Tube Productions. Throughout the process, it was extremely important for the Chemistry team to tap into a cultural narrative that resonates with the consumers across the 21 countries and jurisdictions in the Caribbean and beyond.

"Our Test Tube Productions team truly worked overtime to bring this campaign to life," says Renee Royal, VP, head of Production at Chemistry and Test Tube Productions. "We shot the majority of these spots on a virtual wall in Miami which gave us endless opportunities to dive into Angie's world. Without that piece of technology, we would be hard-pressed to do some of the amazing action you see in the campaign. Angie is hang-gliding with goats, boxing with a kangaroo in Australia and so much more. This campaign is the epitome of what can be done when smart creative is combined with out of the box production thinking."

With Aunt Angie being the first brand character in the Caribbean space, an ample amount of thought and research went into not only the creative concept, but also the consumer insight which happened through an island life study.

This integrated campaign on TV, social, radio, print and out of home is running live in the 21 countries and jurisdictions in the Caribbean and beyond.