Home Campaigns Ad of the Week Ad of the Week: Ellen Keane – We Cover Courage

    Ad of the Week: Ellen Keane – We Cover Courage

    In the Company of Huskies releases second ad featuring Ireland’s youngest ever Paralympian Ellen Keane.

    Allianz Ireland and ad agency, In the Company of Huskies today unveiled the latest chapter of its new multi-million campaign that recognises moments of courage that have defined the lives of individuals and, in turn, inspired Irish society.

    Ellen Keane, Ireland’s youngest ever Paralympic athlete, stars in the newest edition of the multi-platform campaign, We Cover Courage, which will air on TV and digital from 3rd April 2019.

    Ellen Keane, Paralympian recreates her moment of courage for Allianz Ireland

    Born missing the lower part of her left arm, Ellen suffered insecurities as a child, preferring to wear long sleeves to conceal her impairment rather than suffer the looks of those who thought her different. It wasn’t until Ellen’s mid-teens that she found the courage to wear short sleeves and to face the world with full confidence. It is this very personal story that the Allianz We cover Courage advertisement features.

    Over the course of her career as a sportswoman, Ellen has worked hard, has achieved, and has inspired. “Sometimes I meet girls or boys with one arm or any other disability, and they thank me. It’s nice to know it’s making a difference.”

    Swimming is Ellen’s passion. With the support of her family, Ellen discovered a love of swimming at an early age. Having competed in the Beijing Paralympic Games in 2008 and placing 6th in the final of the 100m breaststroke, Ellen returned to Ireland buoyed by a new-found sense of confidence.

    There was a magical moment when shooting the advert in Dublin, when Ellen and the young girl playing her younger self, Tate Willis, met for the first time. This was a significant moment for the young actor who was also born missing the lower part of her left arm. At an age when most young people are just trying to fit in, having one arm makes that even more of a challenge. This girl was facing her own challenges in living with one arm and for her to meet Ellen, who had achieved so much, offered her a role model.

    “Huskies wanted to create a marketing platform that would communicate Allianz’s purpose in a compelling way. We felt this was best captured by ‘We Cover Courage’. The campaign depicts true acts of courage by Irish people and helps reconnect customers to the idealistic roots of insurance, reminding them that Allianz is there to support them when they face big and small choices that impact on their lives,” says Damian Hanley, Creative Director, In the Company of Huskies.

    Allianz in Ireland is a longstanding supporter of Paralympics Ireland and their parent company, Allianz SE is a global sponsor of the International Paralympic Committee.

    Paralympian Ellen Keane

    “I became so insecure about my arm because there was nobody in the media like me. There was nobody for me to relate to. I would like to go into media because I want to be seen,” said Paralympian Ellen Keane. “Sometimes I meet girls or boys with one arm or another disability, and they thank me. It’s nice to know I’m making a difference.” Ellen’s full story can be read here

    “In this latest chapter of our We Cover Courage campaign we step change from Donogh O’Malley to Ellen Keane, an icon for elite disability sport,” said Robert McEvoy, Head of Market Management, Allianz Ireland. “Ellen’s work ethic, belief in her abilities and confidence beyond her years have seen her transcend Paralympic sport to become a household name and role model to young boys and girls in Ireland and abroad.”


    Client – Allianz Ireland
    Rob McEvoy – Head of Market Management
    Damien O’Neill – Head of Marketing Operations
    Joseph Campbell – Marketing Executive
    Niamh Ryan – Marketing Executive

    Creative Agency – In the Company of Huskies
    Creative Director: Damian Hanley
    Art Director: Damian Hanley, Nick Kelly
    Copywriter: Greg McLoughlin
    Business Director: Sarah Deeny
    Account Manager: Kritika Verma
    Senior Account Executive: Cillian McSweeney
    Agency Producer: Brian Daly
    Senior Designer: Nicole McMahon
    Digital Strategy: David Hayes
    Social Media Manager: Thomas Ryan

    Production Co – Pull The Trigger
    Director: Richie Smith
    Executive Producer: Maxine Brady
    Producer: Grainne Tiernan

    Post Production – Screenscene
    Editor: Juniper Calder
    Sound: Will Farrell
    Grade: Donal O’Kane
    Compositing: Gavin Casey
    Post Producer: Peter Greene
    Music – Denis Kielty
    Photography – Neil MacDougald Photography

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