Hiscox brings “disastrous” campaign to television

Hiscox has brought its “disastrous” campaign to TV, evolving the concept with a new “glitching” advert.

The advert focuses on the scenario of a small business undergoing a cyber attack, but then appears to undergo a glitch itself.

The TV spot continues Hiscox’s campaign concept of bringing to life real-life business problems through adverts that themselves appear to have gone wrong. For example, an out-of-home advert about copyright infringement appeared to have copied Weetabix and Specsaver’s branding.

The ads will appear across ITV, Channel 4, Sky and streaming services, including during the World Cup this summer. This is the first time Hiscox has appeared on TV in nine years.