Hong Kong – AIA has rolled out “Protection Comes in Many Ways”, a campaign created with BBDO Hong Kong that uses long-form storytelling and emotional narratives to underscore the role of insurance in protecting loved ones.
At the centre of the campaign is “Let Love Transcend Time”, a 90-second TVC series told from the perspectives of a father and his son. The films draw on a cultural insight common across many Asian families, where fathers often express affection through actions rather than words, portraying life insurance as one way of providing care and protection.
Unlike conventional insurance advertising, the 90-second films place minimal emphasis on products and branding, focusing instead on storytelling. Complementing these are shorter 30-second versions that highlight AIA’s life insurance offerings more directly.
Beyond the TVCs, the “Protection Comes in Many Ways” platform includes influencer collaborations and a series of seminars featuring experts and celebrities discussing topics such as death, grief, and the role of insurance in supporting families.
The campaign will run through the remainder of 2026, with additional TVC iterations and ongoing communications planned throughout the year.
Koman Ko, Managing Partner of BBDO Hong Kong, said. “We loved this brief because it challenged us to do something big – to think differently about insurance advertising. We’re not selling insurance but inviting people to reconnect with why it matters.
He added, “In Hong Kong, where quiet demonstrations of love are cultural touchstones, showing a father protecting his son speaks volumes without words. That insight led to a more emotional approach we hope will connect with audiences by having them really feel something.”
