Surewise finds independence up England's steepest street in 'The Big One'

Surewise brought Annie's story to the screen with the launch of their new TV ad, 'The Big One'.

The campaign was built around a simple truth: a mobility scooter isn't just a vehicle – it's independence. Insurance that turns a hill on the horizon from a problem back into somewhere worth going.

Annie's scooter is insured with Surewise, and suddenly the world looks a little bigger. The ad follows her toward the big hill at the end of the road – no product pitch, no policy small print – just the quiet payoff of a flask of tea waiting at the top. Cover isn't the story here. Freedom is.

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The Challenge‍

Mobility scooter insurance can easily default to functional, feature-led advertising – price, cover levels, claims process. The brief for Surewise asked for the opposite: prove that a mobility scooter is about more than mobility, without turning the ad into a hard sell or a sentimental story about ageing. It needed to feel true, not staged.

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Our Approach‍

We anchored 'The Big One' in a single scene: Annie, England's steepest street, and what's waiting at the top. Rather than explain the cover, we let the story imply it – the scooter just does its job, so the hill (and the tea afterward) can be the whole point. It's the same instinct that carried the idea from first sketch to final shot: the animatic – the scooter, the hill, the cup of tea – made it through the test shoot and into the finished film almost exactly as first imagined. We worked closely with the Surewise team from first concept through to final grade, keeping independence the story rather than the strapline.

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The Result‍

The finished ad gives Surewise a spot built on emotional truth rather than product mechanics – proof that cover for something as ordinary as a mobility scooter can carry real warmth. And because the concept held firm through every stage of production, it's a clean example of a strong idea doing the work for you: sketch, shoot, and final ad, all telling the same story.
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