This Insurance Spot Highlights a Disabled Dancer's Grit and Determination

U.K.'s AXA Introduces Tagline 'Restless for a Reason'

By Alexandra Jardine. Published on Sep 05, 2017

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Insurance company AXA profiles a disabled dancer and choreographer in a new U.K. spot that doesn't hold back on show her grit and determination to dance despite losing a leg.

The ad, created by Fallon and directed by Mark Zibert at Rogue Films,features Taylor Haines, from Alaska, who was born with a bone disorder and was fitted with a prosthetic leg at a young age. We see footage of Haines performing on stage interspersed with her scenes rehearsing and continually toppling and falling down, as well as old footage of her as a child learning to walk and crawl with her prosthetic leg.

The film ends by highlighting how AXA has invested in over 500 research projects to make people's lives better and safer. It introduces a new tagline, "Restless for a reason" and comes as the insurer is emphasizing how it doesn't simply pay out insurance claims, it actually works to make life safer for people. The brand, which is running the ad for the next 10 weeks on primetime TV, says that Haines embodies the ethos of "Restless for a reason."

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Sep 05, 2017
Fallon London
Mark Zibert
Production Company:
Rogue Films
Executive Creative Director:
Nick Bell
Ronaldo Tavares
Ricardo Motti
Alexia Vasilarou
Wolf Gaertner
Nick Taylor
Leon Bowers
Executive Producer:
Georgina Pearson
Head of Planning:
Jason Knight
Director, Strategy:
Olivier Tse
Business Director:
Jon Sloneem
Account Manager:
Thomas Prideaux
Sophie Weldon
Director, Photography:
Ross Giardina
Editing Company:
Whitehouse Post
Iain Whitewright
Post Production Company:
The Mill
Music Sync Company:
Major Tom
Sound Director:
Munzie Hind
Sound Company:
Grand Central

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