Independent, employee-owned specialist insurance broker TH March is taking its specialist jewellery and watch insurance proposition to a national consumer audience with a new 30-second TV campaign built around the message “Protect what chance can’t”.
The advert will air on ITVX, alongside targeted placements powered by Sky AdSmart, helping TH March reach households most likely to benefit from specialist jewellery and watch insurance.
Taking a cinematic approach to the unpredictability of life, the advert explores the risks that can surround the jewellery and watches people treasure before delivering its central message: “You’re not always this lucky. TH March. Protect what chance can’t.”
The advert closes with a direct call to action: “Get a specialist jewellery and watch insurance quote online today.”
The campaign is designed to raise awareness among consumers who own valuable jewellery, engagement rings, inherited pieces and luxury watches, while reinforcing the importance of considering protection alongside the purchase of a valuable item.
For jewellery and watch retailers, it provides an opportunity to continue that conversation beyond the point of purchase, making insurance a more visible part of owning and enjoying a valuable piece.
With a heritage dating back to 1887, TH March has specialised in protecting valuable possessions for generations. Today, the business combines that experience with an independent, employee-owned approach, with its people having a direct stake in its future.
Simon Dawe, managing director at TH March, said: “We’re really excited to see this campaign come to life. At its heart, it’s based on something very simple: sometimes you’re lucky and sometimes you’re not. We wanted to turn that universal truth into a memorable reason to think about protection.
“‘Protect what chance can’t’ captures the role we play. When something is valuable or has real meaning to you, you shouldn’t have to leave its protection to luck. Specialist insurance gives people confidence that the things they value are properly protected.
“It’s also an important moment for TH March. We have an incredible heritage stretching back to 1887, but we’re an ambitious business with our eyes firmly on the future. Being independent and employee-owned gives us a real sense of ownership in that future, and this campaign reflects that confidence.
“We’re incredibly proud of what the team has created. It feels distinctive, it feels true to TH March, and it gives us a strong platform to introduce the brand to a much wider consumer audience.”
Greg Ibbotson, head of marketing at TH March, said: “The creative gives us a very strong way to cut through. ‘You’re not always this lucky’ creates an immediate moment of recognition, while ‘Protect what chance can’t’ gives us a simple message that people can remember.
“We deliberately wanted to move away from conventional insurance advertising. The advert is cinematic and emotionally engaging, but the thinking behind it is straightforward: build awareness of TH March and encourage people to think differently about protecting the jewellery and watches they value.
“There’s also a natural connection with the jewellery and watch trade. When someone makes a significant investment in something precious, protection should be part of that conversation. By speaking directly to consumers, we can help make that consideration more prominent and support jewellers and retailers in continuing that relationship with their customers.
“The media strategy makes the most of connected TV, using ITVX and Sky AdSmart to combine scale with precise audience targeting. This enables us to place the TH March message in premium TV environments, reaching households that closely match our target audience.
“Ultimately, we want people to remember one thing: if something matters to you, don’t leave its protection to chance.”
The TV campaign will be supported by digital and social media activity, extending the ‘Protect what chance can’t’ message across TH March’s wider consumer communications.
