Sonnet has launched a new ad, urging you to do not let anything get in the way of your optimism and informing you that you can get insured online in 5 minutes.
The 30-second spot, titled “Building Optimism”, includes scenes featuring a young boy and his struggling single mother, who is there for him whenever he needs her throughout his childhood and teenage years. Eventually, when he grows up, he shows his gratitude by building from scratch, by himself, a nice house for her and insuring it. When he shows her the house and the message from Sonnet, “Welcome home. You’re insured!”, on the smartphone, she smiles happily and hugs him.
The spot ends with the voiceover urging you to get insured online in 5 minutes and to switch to Sonnet. The song playing in the background, performed by a female voice, says “I’ll be there to help you, I’ll be waiting by your side, every time. Oh, I’ll be there for you, there for you.”
The digital home and auto insurance brand launched this major campaign centred on the idea of optimism in September 2016 and, in order to enhance its message of optimism and build a connection with its target, used sponsorships and experiential activations. Thus, Sonnet has been sponsoring the World Cup of Hockey, Toronto Blue Jays and Jays Care Foundation, Starlight Children’s Foundation and NHL Players’ Association.