Cover-More is putting the emotional safety net of a mother front and centre in its first major brand campaign with independent agency Supermassive, pitching its travel insurance as the next best thing to bringing mum along – without actually bringing mum along.
The campaign, ‘It’s like having mum on holiday, without having mum on holiday’, positions Cover-More as the quiet, comforting presence that travellers don’t notice until they need it.
Supermassive co-founder and chief creative officer Jon Austin said the idea was anchored in human truth.
“When something goes wrong in life, the first person we usually want is our mum. But, ironically enough, the last person we want on holiday is our mum,” he said.
“When it came to showing how Cover-More gives you all of the care and none of the worries on holiday, mum felt like the perfect creative vehicle to help us tell the story.”
Cover-More’s head of brand and partner marketing, Steve Webster, said the work taps directly into the brand’s mission.
“Our new campaign taps into a universal concept of care and protection in a way that’s warm, fun and immediately relatable. At Cover-More, our mission is to help travellers worry less. This idea brings that promise to life with real charm and cultural resonance, creating a memorable platform that we know could live on across moments and markets,” said Webster.
Shot in Thailand with a comedic lens
Filmed on location in Thailand by comedy director Josh Logue and produced by Somewhere Nowhere, the work is the brand’s first major creative outing since appointing Supermassive as its strategic and creative partner earlier this year.
The integrated rollout began on 1 December, spanning SVOD, digital, social, and outdoor, and was supported by media agency Avenue C.
For Cover-More, the campaign marks more than a creative refresh – it sets up a long-term platform at a moment when travel brands are still jostling for loyalty in a volatile tourism market.
Wrapping universal emotion in a light, culturally fluent frame gives the insurer a distinct tone in a category often dominated by rational messaging.
The question now is simple: can a little “holiday mum” energy help drive global brand love?