Months before Gavmild.dk launched, they came to us with a challenge: to create a TV concept that is repeatable and scalable for their journey as the leading insurance challenger in Denmark. Our solution was to create a metaphoric universe driven by their commercial partnership with Joachim Boldsen.

In this universe, we physically embody their unique selling points and use props and real-life surrealism to anchor points. This provides humor to an otherwise commercial spot. To this day, the Danish broadcaster still promotes this concept as some of the best-performing TV commercials ever. 'Bench Press' is the second video in the ongoing series. Enjoy.