Manulife

One of the main reasons people don’t get life insurance is they’re afraid of needles or too embarrassed to pee in the cup. So the actuarial geniuses at Manulife sharpened their pencils and found a way to offer $1million in coverage without “biological samples”. When we were first briefed, the Account Person said “whatever you do, you can’t show blood or urine”. These ads had two target customers, Insurance Brokers and the general public. They were a big hit with both groups, and signups soared.