The 30 best ads from Campaign Brief’s 30 years. 1992: HBF Worldwide Travel Insurance Radio
Campaign Brief WA turns 30 this month, so over the thirty days of June we’re looking back and choosing the best ad done in each of our 30 years.
1992 was a pretty ordinary year, rescued by the commencement of one of the best radio campaigns Perth has ever heard.
At 303, Mike Edmonds wrote a series of ads for HBF Worldwide Travel Insurance. They were entertaining, a little bit silly but still delivered the serious message of why travel insurance was a good idea.
But the real stroke of genius was casting English actor Richard Briers to voice them. Briers had risen to fame in BBC series The Good Life. His rapid, slightly anxious delivery was instantly recognisable and perfect for the humorous tales.
Sadly, despite searching for some years now, we have not been able to locate a copy of these marvellous spots, so the best we can do is a script. Imagine it being read by the brilliant Briers and you’ll get some idea of why they stood out like the proverbial on radio.
HBF Worldwide Travel Insurance: Phantom
Right – pay attention class. Stop fidgeting.
It’s time for today’s HBF Travel Drama. (Clears throat) Number 7.
A Perth couple were holidaying in Nepal.
One day they went up Mount Everest.
The next day they came down with something.
A good dose of food poisoning.
Or rather, a very bad dose.
Off they went to the nearest hospital – a mud hut with two bandaids and an old Phantom comic.
Imagine that.
Marooned in a mountain shack with only the ‘Ghost Who Walks’ and a big stick to whack the rats as they try and nibble your noodles.
“Excuse me nurse, there’s a rat in my room.”
“Quiet sir, or all the patients will want one.”
Luckily, they had HBF travel insurance and were whisked away to a modern hospital faster than you could say “No, I’m not here for amputation, kindly let go of my leg.”
The message, dear listener, is clear.
1: Before travelling overseas, go to any HBF branch or your nearest travel agent and buy HBF Worldwide Travel Insurance because they alone are with you all the way.
And 2: When climbing Mount Everest, try and avoid the ratatouille.
This campaign may have been equalled in Perth, but never bettered.
An honourable mention to Ric Cairns’ press ad for shoe retailer Perrini. With a cute headline, it won Cairns The West Australian Fellowship at the 1993 PADC Awards.