Hiscox insurance calls a spade a spade

Snapshot whilst waiting for a train this morning: a strong outdoor ad for a potentially dull brand.

Insurance company Hiscox are out to prove they speak plainly to their customer base, cutting through all the usual jargon spouted by a lot of their financial and insurance competitors. In this case, literally calling a spade a spade.

The creative reads: “It’s a Spade. Not an earth relocating implement. At Hiscox, we keep our policies jargon free. After all, what’s wrong with plain English?”

In a world where your office water-cooler arrives via local "water-dispensing solution delivery operatives" and your household rubbish is collected by "refuse waste removal management systems", it's quite refreshing to see a spade called, well, a spade.

Claire Turner