By John McCarthy

AXA has shifted its messaged to reflect a new focus on customer service in its latest ad campaign.

The company is debuting a campaign focused on helping customers 3 September during ITV’s Victoria, whereupon it will be supported with activity on outdoor, radio and digital display.

It underlines a shift in brand strategy that culminates in an attempt to move away from the insurance-centric angle into a more open and helpful company. Alaskan dancer Taylor Haines stars in the role, fitted with a prosthetic leg at a young age, she looks to inspire viewers as per the ‘restless for a reason’ strapline.

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Source: The Drum