Friday, March 24, 2017


For almost 32 years, Auto & General has been garnering knowledge through experience and pioneering their way across a complicated and ever-changing insurance landscape. They have successfully managed to strike the balance between tradition and innovation, a feat which is aptly captured in their new advertising campaign, #WHATEXPERIENCELOOKSLIKE.

“Like a person, our brand lives, breathes, develops and grows. In the face of challenges, we have always persevered, focusing on continually providing world class service and advice to our customers and broker partners,” says Tania Joffe, Head of Auto & General Brokers. 

With the rapidly growing trend towards authenticity in marketing, Auto & General has elegantly harnessed the power of storytelling in its new campaign. 

The first phase of #WHATEXPERIENCELOOKSLIKE takes an in-depth and honest look at three successful professionals – Thami Khemese, member of the Soweto String Quartet and music teacher; Andrew McLean, Cape Epic winner and owner of Cycle Lab; and Commando Kalekuzi, International Boxing Federation (IBF) and International Boxing Organisation (IBO) champion.

The three talk about resilience, humility and taking risks – all things that Auto & General can identify with as a brand. Their experiences have left them stronger and wiser but never lead them to rest on their laurels. Like Auto & General, they focus on continually growing into a better version of themselves. 

Their stories will be shared on social media and TV.  The content will also be shared in varying mediums across a number of channels, meeting clients where they are.


“On the one hand, we are old and wise and on the other, we are young, agile and ready for anything – and that’s what experience looks like,” concludes Joffe.


To view the new campaign visit:

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