MSIG recruits five year-old boy to explain to Singaporeans how insurance works

Insurance firm MSIG has recruited a five year-old boy to explain how insurance works to Singaporeans in a new campaign.

“If a five-year-old can explain tricky insurance misconceptions to you, it’s probably going to stick,” said Clarence Chiew, the executive creative director of the agency behind the ad, Leo Burnett Singapore.

The campaign is to run in print, outdoor and online, with a one and a half minute video the centrepiece. A series of videos to explain MSIG’s products is housed on the brand’s YouTube channel.

Chiew continued: “The other upside of braving it with such a young actor was that it made our message that much more entertaining and shareable, and breaks the monotony of typical insurance advertising. Probably the most challenging thing about producing this campaign was finding a five-year-old who could actually act!”


  • Client : MSIG Insurance Singapore Pte. Ltd.
  • Brief: To drive consumers’ understanding of insurance and its coverage.
  • Creative agency: Leo Burnett Singapore
  • ECD: Clarence Chiew
  • Art director: Clay Kuok, Linus Chen
  • Writer: James Scanlon
  • Planner: Tulika Sahai
  • Client Servicing: Rebecca Ang, Jason Tan
  • Media agency: MEC
  • Media planner: Christine Leobrera
  • Production house: Freeflow Productions
  • Director/Photographer: Ros / Charles Chua
  • Edit House: Freeflow Productions
  • Exposure: Print, Outdoor and Online

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