AddTopsy: SANTAM

The new Santam insurance advertisement cleverly uses a famous actor to specify the insurance company’s offering. The viewers’ knowledge of the actor Ben Kingsley is of paramount importance for one to appreciate the content of the advertisement.

Thematically speaking the ad asks the viewer to double check whether the insurance policy that they have is what it promises to be. In retrospect the questions that are erected within the advertisement as a probing text inversely-wittily erect what Santam can offer to its client. It is self referential or if you will self reflexive.