Santam What I’d Rather Do Than Claim

Santam, South Africa’s leading general insurer today launched its new “What I’d Rather Do” brand campaign. Conceptualised by King James Group, the campaign takes a novel and light-hearted approach to dealing with a real subject by showing what people “would rather do” than claim from their insurer – from running blindfolded through a forest to getting a haircut from a kid. After seeing what people would rather go through, Santam asks a simple question: Why not speak to the insurer that looks for reasons to pay you, rather than not?

Mokaedi Dilotsotlhe, Santam’s Executive Head of Brand and Marketing explains that when it comes to insurance, the reality is that not many people like claiming. “Claiming can often be stressful and leave people disappointed, especially when their claim doesn’t get paid.  When this happens, many people may turn to social media to share their bad experiences. It is against this backdrop that we’ve launched this campaign.”

Leading Santam’s brand campaign is a series of digital videos that humorously depict the extremes people will go to in order to avoid lodging an insurance claim. Various people are shown re-enacting tweets they’ve posted about claiming for insurance. “I’d rather run blindfolded through a forest than claim,” “I’d rather get a haircut from a kid than claim,” and “I’d rather listen to a chalkboard orchestra than claim” are some of the examples.

Says Devin Kennedy, Executive Creative Director at King James: “We wanted this campaign to be something that South Africans could relate to. The idea is to gently interrogate the level of dread so many of us have about claiming. “What I’d Rather Do” adopts humour as a medium to convey a more serious message about how important insurance is in society and how easy it should be to claim if you’re with the insurer that makes it right and looks for reasons to pay you, rather than not.”

Dilotsotlhe believes the light-hearted antics strike the right balance between relevance and resonance.  “It’s an interesting question to pose. Why are people reluctant to claim when all it takes is knowing that you have adequate insurance cover and trusting your insurer to pay you?”

The new brand campaign includes  national radio advertisements and digital videos which will be featured across Santam’s digital and social media platforms. The ‘What I’d Rather Do’ campaign kicks off on Monday 3 July 2017 and digital videos can be viewed here.

Subscribe to Santam’s Facebook, Twitter and YouTube channels to follow the campaign.


Agency: King James Group

Chief Creative Officer: Alistair King

Executive Creative Director: Devin Kennedy, Matt Ross

Creative Director: Damian Bonse

Art Director: Moe Kekana

Copywriter: Jared Osmond, Marcelle du Plessis, Emma Drummond, Kirsti Rivett, Tamsin Green

Design: Miles Davis, Guy Blackhurst

VFX: Dan Zoeller, Andrew Pullen

Strategist: Nicky Rush

Client service: Ashleigh Lambert, Nicole Fourie, Lisa Coates, Jessy Whitely, Andrew Beattie


Agency Producer: Samantha Wentzel
Music: Library
Sound Engineer: Stephen Webster from The Workroom
Production House: Johnny Gun
Director: Daniel Zimbler
Producer: Hazel Neuhaus
Editor: Anthony Martin
Post: Deliverance

Scroll to top