This is an ad for the largest Slovenian insurance company:
They want to say that with them you’re double safe.
I’m interested in the creative process:
There is an insurance company and there is an advertising company who gets a briefing what has to be done.
And the decision maker in the advertising company (male, I suppose), has an association: ah, safety! Mother!
Double safety = two mothers.
They have to present their suggestion to heads of the insurance company (males, I presume) and they say: great idea!
(OK, they will say that one is mother and the other wife; but take a look at the casting and the body talk)
Now, for the interesting part: our creative process is mostly done in the subconscious. Formula “mother = safety” is valid just in some parts of the world. In Italy, this ad would be successful. Spain, maybe. But in USA? Probably a woman with two male bodyguards. Or not?