LifeDirect and Pitchblack cook human soup

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AUCKLAND, Tuesday: Following on from their successful Shark tvc, LifeDirect and Pitchblack Partners have launched the next chapter of the Unexpected Happens platform via Jetblack Productions and director Ryan Heron.

LifeDirect marketing manager Matt Pearce said: “This time round our hero finds himself in hot water.

“Unexpected Happens has delivered three years of sustained growth and cut-through for the business, enabling us to communicate the need for Kiwis to protect themselves, their families, and belongings, should the unexpected happen.

“It’s a hardworking idea from the agency and production teams.”

“We’re communicating risk through entertainment rather than scare tactics, and who better to do this than a 40ft giant with a soft spot for soup.

“It’s a hardworking idea from the Pitchblack team, and we’re impressed with what the Jetblack production team has produced.”

Pitchblack’s Tom Paine said: “Paprika”.

The campaign will run across TV, On Demand, OOH, social and digital.


Client: LifeDirect (Matt Pearce & Jay Nielson)
Agency: Pitchblack Partners
Production Company: Jetblack
Director: Ryan Heron
Post Production: Leon Senf
Audio: Liquid Studios

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