Santam launches One-of-a-kind television ad

Personal Lines

Santam launches One-of-a-kind television ad

Published: 04 March 2015

“There are things that happen in South Africa, that are part of our lives. Some weird, some wonderful, and some more serious. They're one-of-a-kind things that you need one-of-a-kind insurance for,” explains Devin Kennedy, Executive Creative Director at King James. “As South Africans, we've become so used to them, that we don't even give it a second thought, but to foreigners, they're often bizarre.” 

Bakkuzis, braaivleis, load shedding, baboon visits, car guards and traffic signs of hippos crossing are some of the quirky South Africanisms that are featured in the ad. The commercial is filmed through the eyes of foreigners and gives an outsider's perspective on the uniqueness of some of the things we encounter in everyday life.

The advert is a celebration of this rich, amazing place we live in, while at the same time shining a light on some very real, and often serious issues. 

The new campaign sets out to reinforce Santam’s message of insurance good and proper. “As one of South Africa's original insurance companies, we have always upheld a philosophy that there is a right way to do insurance. Insurance good and proper is about treating your valued assets as seriously as you do to ensure that you have reliable cover should you ever need to claim,” says Yegs Ramiah, Executive Head of Brand at Santam. 

"An incredible amount of care goes into providing solid and reliable cover that's there for you when you need it, particularly in South Africa where we have a unique set of risks that aren't always typical. With our new ad campaign we want people to spend more time celebrating the many upsides and wonderful aspects to living in this one-of-a-kind country - and less time feeling uncertain about whether they're properly covered,” concludes Ramiah.

Go to YouTube to view the full ad: 


Agency: King James Group      

Chief Creative Officer: Alistair King

Executive Creative Director: Devin Kennedy

Art Director/Head of Art: Damian Bonse

Copywriter: Devin Kennedy

Strategist: Nicky Rush

Client service: Amanda Stergianos

Agency Producer: Caz Friedman

Music: Pulse Music

Sound Engineer: Dave Harris (Freq’ncy)

Production House: 0307 Films

Director: Kim Geldenhuys

Producer: Tess Tambourlas

Editor: Ricky Boyd (Deliverance)

Post: Black Ginger

For more information contact Margot Gutteridge on 021 469 1572 | 084 296 2689 or

About Santam, Insurance Good and Proper

Santam is South Africa’s leading short-term insurance group with a market share in excess of 22%, over 4000 staff members and 2700 broker partners nationwide. The company insures most of the Top 100 companies listed on the JSE. 

Santam’s competitive advantage is entrenched over 96 years of offerings its clients a wide range of short-term insurance products that have been scientifically modeled to suit their needs as well as having the highest claims efficiency in the industry. The company is recognized by its peers as having the most technically competent staff.

Watch our New Santam 2017 TV commercial here.