AIA is reinventing Hong Kong’s insurance industry advertising with the launch of “Protection Comes in Many Ways,” a bold new campaign that challenges a decade of impersonal, numbers-focused insurance advertising by reminding insurance is really about love.
Developed in partnership with creative agency BBDO Hong Kong, the campaign comprises a powerful 90-second TVC series, “Let Love Transcend Time”, told from two perspectives, a father and his son’s.
The films explore an insight deeply rooted in Asian culture, that fathers often express love through actions rather than words, with the purchase of life insurance for their son serving as a profound, unspoken demonstration of that affection.
“Let Love Transcend Time” – The Father’s Story:
“Let Love Transcend Time” – The Son’s Story:
The campaign deliberately deprioritises product and brand messaging in its 90-second films, a creative choice that signals AIA’s confidence in the role emotions play in insurance consideration and its commitment to shifting industry perceptions. Shorter 30-second TVC versions speak directly to AIA’s life insurance offerings, but the longer format is pure storytelling.
Koman Ko, Managing Partner of BBDO Hong Kong, said. “We loved this brief because it challenged us to do something big – to think differently about insurance advertising.
We’re not selling insurance but inviting people to reconnect with why it matters. In Hong Kong, where quiet demonstrations of love are cultural touchstones, showing a father protecting his son speaks volumes without words. That insight led to a more emotional approach we hope will connect with audiences by having them really feel something.”
Beyond the TVC series, the “Protection Comes in Many Ways” campaign encompasses influencer partnerships and a series of seminars featuring experts and celebrities engaging in candid discussions about the realities of death, grief, and how insurance protects loved ones.
These initiatives further reinforce the idea that insurance is fundamentally an expression of care.
The campaign runs through the remainder of 2026, with fresh TVC iterations and sustained communications planned through year-end.
Share Post:
The APPIES is where Malaysia’s boldest campaigns, brightest ideas, and most impactful storytellers take the stage.
More than an awards show, it is the industry’s ultimate platform for creative, media, digital and marketing excellence, where live presentations meet live judging.
This is your chance to showcase work that moved audiences, shaped conversations, and delivered real results.
From breakthrough brand campaigns to innovative digital experiences, the APPIES celebrates the work that defines the future of marketing.
Step into the spotlight alongside the industry’s leading agencies, brands, creatives, strategists and changemakers.
Whether you are aiming for Gold, Silver, Bronze or the prestigious Best of the Best recognition, this is your moment to make history.
Your campaign deserves to be seen.
Your ideas deserve the stage.
Your work deserves the legacy.
KEY DATES
Haven’t subscribed to our Telegram channel yet? Don’t miss out on the hottest updates in marketing & advertising!
