Calmer Life

Urmas Villmann - Creative Lead Andrus Niit - Copywriter Andra Järva - Project Lead Kuukulgur Film - Production

Attention! This is an advertisement for life insurance, with the unique feature that it is linked, in one way or another, to the worst thing that can happen in life — death. Therefore, the ad uses dark humor related to death and the deceased. Estonia is a country that belongs to the Scandinavian cultural sphere, where the use of death-related themes in advertising is not widespread, but it is not taboo either. The idea behind life insurance is that if the worst happens, the responsibility and burden won’t fall on society or close relatives. But people don’t want to think about it - they believe that even if something bad happens, it probably won’t happen to them.