AUCKLAND, Today: Breaking from category sameness, Kiwi specialist insurer Star Insure has teamed up with creative agency Caretakers on a bold new campaign celebrating the obsessive side of car culture.
Two hero executions lead the work, a Porsche 911 Turbo S in a mirrored garage, and a darkly funny farewell inside a MINI JCW Cooper S convertible, backed by equally committed supporting scenes.
A tribute to obsession, the campaign salutes drivers who see cars as far more than transport, recognising the deep, emotional bond between owner and machine.
“At Star, we don’t just insure cars; we live and breathe them. Most of our team are motoring enthusiasts who know the visceral difference between a 1973 Carrera RS and a modern-day 911 Turbo S, or the soul of a genuine E30 M3 versus a tribute build,” says Gabrielle Byfield, GM Marketing at Star Insure.
“This campaign isn’t about policy features; it’s about authenticity. We wanted to show those who truly love their cars that we ‘get’ them, their car, and their (sometimes) crazy passion.
“Whether it’s a classic vintage car or a modern-day masterpiece, we understand that level of devotion towards their passion. It’s edgy and cheeky because the world of motoring is full of character—it’s our way of saying that your obsession is safe with people who share it”.
“This campaign isn’t about policy features; it’s about authenticity. We wanted to show those who truly love their cars that we ‘get’ them, their car, and their (sometimes) crazy passion.” – Gabrielle Byfield, GM Marketing at Star Insure
The same anti-bland thinking carries into radio, using humour to spotlight just how far obsession can go. The audio creative features:
- The Ultimate Revenge: A woman calmly confessing to scratching the rims of her husband’s BMW after discovering his affair with her uncle
- The Garage Secret: A man caught by his wife having a romantic conversation with his car in the garage
- The Devotee: A car owner caught singing “Happy Birthday” to their vehicle.
Caretakers’ Keir Robertson and Dunc Blair say the brief unlocked rare freedom in financial services. “This was a dream brief. Star gave us the license to be provocative and slightly absurd because they live the brand themselves.
“Using flagship models like the Porsche 911Turbo S and the BMW X2 M35i wasn’t just about ‘cool cars’; it was about showcasing the care and curation that Star puts into their own business.”
To ground the positioning, Star Insure is offering a $50,000 trip of a lifetime to the Goodwood Festival of Speed. “The Goodwood competition acts as our proof of concept—we’re sending people to the very heart of the culture we protect,” says Byfield.
The campaign launches this week across OOH, radio, print, magazines and digital.
About Star Insure
Star Insure is a proudly New Zealand-owned and operated company and a leading specialist in providing niche motor insurance and lifestyle asset protection. Our reputation is built on genuine care for our customers and a mission to protect what matters most to them.
CREDITS
Client: Star Insure (Gabrielle Byfield and Kitty Hong)
Creative Agency: Caretakers (Kier Roberts and Dunc Blair)
Photography & CGI: MATCH (Ross Brown)
Media Agency (Offline): Axiom Media (Mike Revill)
Media Agency (Digital): Admatic (Rod Russell)
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