AXA UK has launched a new advert aiming to highlight that AXA is invested in over 500 research projects to make people’s lives better and safer, including advances in proshetics technology.
The spot features Taylor Haines, a young dancer from Anchorage, Alaska, who – despite the bone disorder she was born with – trains to be the best dancer she could be. She is seen restlessly training while images from her younger years are also shown, including captures of the prosthetic leg she was fitted with at a very young age.
The soundtrack music is “I Shall Rise” by Yeah Yeah Yeahs’ frontwoman Karen O, which was penned by her specially for the video game “Rise of the Tomb Raider”.
“At AXA, we’re restless for a reason.” – is the final onscreen line, that is also the company’s tagline.
AXA states that they’re “constantly exploring, learning and playing with new ideas”, “push boundaries”, “always itching to improve and move things forward”, mentioning that the reason for their restless aproach is “to help make your life better and safer”. The company also reveals that it is “heavily involved” with the process of developping driverless cars for the road and that its representatives are constantly having conversations with the Government to work out exactly what car insurance will look like in the future.