This proposition also allows for a more modern angle on the positioning of the brand to the audience. So… in this case insurance, isn’t framed as, as I say: “boring old insurance”, it’s framed as something that you’ll have to pay for, irrespective of who it’s bought from, and, perhaps, if you break down, a bloke will come and fix you up and get you home for free. It’s a service and a benefit of something that you’ve got to pay for anyway. And that’s therefore a key USP delivered in an understandable way.And, of course, all good copy needs to go hand in hand with, and link back to, the image. That’s the role of successful Art and Creative direction, hopefully I’ve delivered that.For a similar perspective to this copywriting angle but in a B2B context please see the ad campaign I wrote for Foxleigh Knight (accountants) here.