Insurance company AXA highlights the resilience and challenges of being self-employed in their latest 2024 commercial, titled “Being self-employed shouldn’t be a risk.” The ad emphasizes AXA’s commitment to supporting small business owners and self-employed individuals, who often face uncertain rewards despite their hard work. Through a series of relatable scenes, the 30-second spot showcases entrepreneurs working tirelessly to operate and promote their businesses, including a bookshop, a café, and a CrossFit training service, illustrating the dedication and passion required to thrive on one’s own.
The ad’s music, a soulful and modern cover, adds depth to the emotional resonance of the campaign, underscoring the theme of solidarity and support.
The music in the AXA Self Employed Advert
Song: I Got You Babe (cover)
Artist: El Perro del Mar
Released: 2024
Original Artist: Sonny & Cher (1965)
The soundtrack for this AXA advert is a heartfelt cover of I Got You Babe, performed by El Perro del Mar, the music project of Swedish singer, songwriter, and composer Sarah Assbring. Known for her unique, emotive sound, El Perro del Mar translates from Spanish as “The Dog of the Sea.” With a style that blends melancholy with warmth, Assbring brings a fresh, introspective take to the classic Sonny & Cher track, which was originally released in 1965 and became a symbol of love and companionship.
In this cover, Assbring’s gentle, soulful vocals and minimalist arrangement give I Got You Babe a new perspective, transforming the song into an anthem of reassurance and mutual support. This rendition aligns perfectly with AXA’s message, evoking a sense of solidarity with the self-employed individuals shown in the ad. The lyrics, “I got you babe,” echo AXA’s commitment to being there for their customers, reassuring them that they don’t have to face the risks of self-employment alone.
The music creates an emotional connection with viewers, complementing the ad’s visuals of small business owners navigating their daily challenges. The stripped-down version of I Got You Babe reflects the simplicity and authenticity of self-employed life, resonating with the experiences of those who work hard to turn their passions into sustainable businesses. Through Assbring’s evocative vocals, the song reminds viewers that, with AXA’s support, they have a partner by their side, enabling them to focus on what they do best.
By choosing El Perro del Mar’s cover of I Got You Babe, AXA underscores the idea that self-employed individuals can find strength in support systems like theirs. This ad campaign celebrates the spirit of entrepreneurship, showing that while self-employment may come with risks, AXA is committed to reducing those risks and helping customers achieve peace of mind. The combination of relatable visuals and an emotionally stirring soundtrack makes this advert a powerful statement of AXA’s dedication to those who dare to follow their own path.