Alpine F1 sponsor MAPFRE launched a new campaign in May called ‘Unstoppable’ based around the themes of perseverance and teamwork and fronted by the team’s star driver Fernando Alonso.
The car insurance campaign explores what MAPFRE and the former F1 world champion driver have in common to drive home messaging about the benefits of its service and products: including the idea that they both never stop, adapt to any situation, overcome unforeseen events, innovate, and dare to take on any challenge no matter how difficult. These traits, according to the creative, make them both ‘Unstoppable’.
MAPFRE and agency McCann set out to create a campaign which reflects the brand’s people-first and inventive positioning in the insurance space: the insurer for ‘everyday heroes’.
The integrated campaign was deployed from 14 May across television, radio, special video formats, office vinyls, as well as digital and social content.
Conceived and created by McCann, the work is led by a hero commercial which explores how all of these traits aren’t always easy to see, but are the result of behind-the-scenes skills. It includes detailed race imagery and a high speed montage set to an exclusive music track created for a campaign and composed as a testimony to Alonso.
The lead 30-second ad and supporting 20- and 10-second spots and cut downs, all helmed by Director Martín Romanella, were shot in and around Milan and includes spectacular locations ranging from the roads of Lake Como and the Monza racing circuit.
“We’ve had many sessions with MAPFRE to try to understand its value proposition. Today everything is changing, the world of insurance has become a price battle and yet MAPFRE continues to act like an entrepreneur and focus on every better service and products. These company characteristics coincide with Fernando Alonso’s own personality: a driver who never stops,” explained McCann Executive Creative Director Vito Reig.
The campaign was created for MAPFRE’s marketing led by Andrés Alonso Díaz and Guillermo Martín-Aragón by a group at agency McCann which included Chief Creative Officer Emiliano González De Pietri, Creative Director Vito Reig, Creatives Alejandro Polo and Marcos Buelta, Planners Juanma Ramirez and Lara Bardal, Accounts Team Members Javier Pascual, Patricia Caramés and Lourdes Prado.
The media agency was UM with Teo Andrade, Andrea Vicente and Olga Jiménez.
The production company was Fight Films with Producer Martin Romanella, Director Of Photography Alessandro Pavoni,, Executive Producers Sebastian Soneira and Juanjo García and Line Producer Jaime Turnes.
Animation was handled by Rude and Post Battle with image post production from Craft, sound post production by The Lobby, music by Oeo, with photography from José Haro.
Comment:
MAPFRE is an official sponsor of Renault’s recently renamed Alpine F1 Team and the brand’s logo has a prominent place in the team’s cars and other assets throughout the 2021 season.
Back in January 2021 Renault linked its new E-Tech electric range vehicles to its recently renamed Alpine F1 Team innovation in a campaign called ‘Hybrid Tech Born In F1’ and in April 2021 launched a campaign leveraging the F1 team and specifically focused on its Alpine sports division called ‘Go Straight, Take A Turn’.
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