These B2B Ads Are 'Disastrous.' Which Means: They're Sublime

So very much goes wrong in Uncommon's OOH for Hiscox. That's what makes it so right.

Billboards and installations focus on data breaches, compromised information, mangled mail and other miscues. This marks a fun expansion of the business insurer's "Most Disastrous Campaign Ever," with eye-popping elements aplenty.

Along with the OOH, there's a pre-torn-open mailer "tapping into the inherent sense of intrusion that is triggered when the post appears to have been tampered with," per campaign materials.

"We set out to create a campaign that was a bold, distinctive and veracious representation of the challenges facing SMEs today," says Hiscox CMO Fiona Mayo. "Early indicators tell us this is really resonating with our audiences and we hope the next phase will continue on that path."

"We set out to create a campaign that was a bold, distinctive and veracious representation of the challenges facing SMEs today," says CMO Fiona Mayo. "Early indicators tell us this is really resonating with our audiences and we hope the next phase will continue on that path."

This latest push, which follows ads launched in September, will appear across the U.K. until at least month's end. It joins other notable OOH from Uncommon, supporting British Airways.