We have come across advertisements like the one above, from insurance or real estate companies in our local tabloids. Usually there is a picture with rows of agents whom are smiling and celebrating their success with the most business and obviously earning a large sum for commission. Visually similar to your annual school yearbook.

Online insurance company DirectAsia.com has done the exact opposite.

For its latest advertising campaign, they have featured happy customers, instead of agents in their spoof ads, with the phrase, "Insurance companies today seem to have a lot of happy agents. Quite frankly, we'd rather have happy customers.”

No doubt it is cheeky and bold and is meant to be a light-hearted dig at recent advertising campaigns. The words, “No middlemen, no agency commissions,” in a casual font face, sees the advert hitting back at the heavy weights, albeit in a lighter tone.

Simon Birch, CEO of DirectAsia.com commented, "This is meant as a playful dig at the insurance companies who are celebrating the success of their agents when we feel they should in fact be celebrating their customers. We're here to change the face of insurance in Singapore and that includes making a stand when it comes to our advertising campaigns. We know this will be seen as a controversial move but we're not afraid to be bold, bright and direct."

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