Leading Australian life insurer, TAL, has unveiled its latest brand campaign, 'Whatever Life Holds', set to premiere during the 2023 NAB AFLW Finals Series. The campaign aims to encapsulate the full spectrum of life's experiences, from its highlights to its challenges, painting a vivid portrait of the Australian life journey.

Alex Homer, TAL's Chief Customer & Brand Officer, stated that the campaign was based on TAL's five million customers: 'Whatever Life Holds is also a reflection of TAL’s deep commitment to delivering for our five million customers. Central to that is paying claims and providing support during their most challenging times - whether they are recovering from an injury or illness or after the loss of a loved one.'

The campaign is led by BMF's Creative Director, Tom Hoskins. 'It’s the unpredictability of life that makes it truly beautiful. There are experiences we can control. Others we can’t. We show these defining moments, that often come and go in an instant, by treating them as beautiful moving portraiture, captured in the unique Australian sunlight that connects us all,' he said.

'Whatever Life Holds' is the latest evolution in TAL’s brand platform, following 'This Australian Life' in 2016 and 'Scars' in 2019. The campaign includes ads cut into 30- and 15-second versions, and will be supported by outdoor and digital platforms.

TAL insures more than 5 million customers. It offers life insurance through direct to consumer, through a financial adviser, and via group and workplace superannuation schemes. TAL is part of the Dai-ichi Life Group, one of the world’s largest insurance groups.