They say you shouldn't play ball in the house. They say blondes have more fun. They say all insurance is the same. But who are They? We did some research of old patents and court cases and discovered that They are real. They are the They Brothers. Eddie They and George They.

They own the rights to all the things They Say. And They agreed to come on camera to defend the truth of 'They say all insurance companies are the same'.






The campaign was constructed to be truly integrated. We created a website to introduce the They Brothers. They interacted with you with their favourite sayings. All was ready for a huge launch. But They say you shouldn't count your chickens.

They were right. The day we were due to start shooting the client decided they wanted something a little more retail, so we had to do some rapid rewrites.







Then, the day before the campaign was due to launch, the client decided that they didn't want to be a brand but were quite happy with their late night infomercials.

And thus the campaign became this:


So, once again, They had the last laugh. They say all insurance companies are the same, and in this case They were right.