Office (Amis Insurance)

The "Office" commercial was created by Ogilvy Mexico for the Amis Insurance company. It features a man sitting at his desk, apparently after hours since he is all alone and it is dark outside. After a few seconds, the sound of a crash and glass breaking breaks the silence, and he is jerked forward and papers and other items on his desk go flying everywhere. The viewer is shocked and bewildered by what has just happened. Then the image of the man slumped over his desk fades to black and white words appear in the middle of the screen. They warn the audience that 7 out of 10 car accidents when the driver is thinking of something else. This is an eye-opening statement for most people, because everyone's mind wanders at some point while driving. The ad used an extreme emotional appeal to get the consumers' attentions effectively convinced them of their own personal needs for insurance. Hopefully, the statistic that was presented will also help to change the behavior of the drivers in Mexico.