Spanish multinational insurance company MAPFRE leveraged its sponsorship of the BWT Alpine F1 Team by linking up with driver ambassador Fernando Alonso for a July car insurance campaign called ‘The Moment Of Truth’ which takes the F1 driver out of his comfort zone.
The new ‘The Moment Of Truth – F Alonso’ campaign, which was conceived and created with agency McCann, posits the idea what happens when the moment you take out insurance and the moment you need insurance coincide and asks viewers which insurer they would choose.
The hero spot, which featured a somewhat bemused Alonso trying to make up his mind as a series of blizzards, cranes and trees threaten to destroy his car, rolled out across TV, digital and social platforms in Spain from 7 July in multiple formats and cuts (including 45-, 30-, 20- and 10-second versions). It was supported by radio, outdoor and digital executions which highlight the different advantages and consumer benefits of insurance.
Antes de elegir tu #seguro de coche, acuérdate de que #MAPFRE te da la facilidad de pagarlo mes a mes. Y cuando llegue el momento de la verdad, sabrás por qué lo has elegido. pic.twitter.com/Q2AF3Ue1nj
— MAPFRE España (@MAPFRE_ES) July 6, 2022
The commercial was shot in Barcelona by Director Sebastien Grousset supposedly a few hours of the start of the Montmeló Grand Prix.
The car insurance campaign was conceived for MAPFRE marketers Andrés Alonso Díaz and Guillermo Martín-Aragón by a team at creative agency McCann which included Chief Creative Officer Emiliano González De Pietri, Executive Creative Director Vito Reig, Creative Directors Ander Mendivil and David Valgañón, Art Director Marcos Buelta, Chief Strategy Officer Agustin Soriano, Strategy Director Lara Bardal and an accounts team that included Javier Pascual, Patricia Caramés and Ana Rodríguez.
Media handled by a grop at UM which included Teo Andrade and Maria Roca with integrated production management handled by Paloma Adrien, Controller Executive Producer Juan Torres and Producers Sonia Cremerius and Lucia Peleaz.
Production was handled by The Gang with Director Sebastien Grousset, Director of Photography Pancho Alcaine, Executive Producer Matt Grousset, Producer Teresa Masdeu.
The post production studio was Digital District with music handled by Ost, sound design by Sound Garden and the announcer/narrator was Mario Zorrilla.
Comment
It was back in 2017 that MAPFRE initially built on its previous sports marketing tie-ups with pro cycling, tennis super star Rafa Nadal and as a main sponsor of the Volvo Ocean Race by signing on as a sponsor of the Renault Sport Formula One Team which is now known as BWT Alpine F1 Team.
https://www.alpinecars.com/en/formula-1/the-team/
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