TAL campaign shows the value of life insurance Whatever Life Holds

Media Release -

Leading Australian life insurer, TAL, has launched a new brand campaign, Whatever Life Holds, portraying the defining moments—the highlights and the challenges—experienced by Australians throughout life.

TAL Chief Customer & Brand Officer Alex Homer said that the campaign, created by BMF and produced by Finch, captures the breadth and beauty of Australian life, alongside the unpredictable moments that make up the good days, the tough days, and all those in between.

Whatever Life Holds is also a reflection of TAL’s deep commitment to delivering for our five million customers. Central to that is paying claims and providing support during their most challenging times—whether they are recovering from an injury or illness or after the loss of a loved one,” said Homer.

Tom Hoskins, Creative Director, BMF said: “It’s the unpredictability of life that makes it truly beautiful. There are experiences we can control. Others we can’t. We show these defining moments, that often come and go in an instant, by treating them as beautiful moving portraiture, captured in the unique Australian sunlight that connects us all.”

Whatever Life Holds is the latest evolution in TAL’s brand platform which launched in 2016 with This Australian Life and Scars in 2019. The major campaign, which includes ads cut into 30-, and 15-second versions, will be supported by outdoor and digital.

The campaign ads will premiere during the 2023 NAB AFLW Finals Series this Saturday night.

Whatever Life Holds (30 Second) Whatever Life Holds – Twins (15 Second) Whatever Life Holds - Farmer (15 Second)


Client | TAL

  • Alex Homer | Chief Customer & Brand Officer
  • Antony Wilson | General Manager, Brand & Communications
  • Michelle Singer | Head of Brand
  • Joline Samawi | Brand Manager

Creative Agency | BMF

  • Chief Creative Officer | Alex Derwin
  • Creative Director | Tom Hoskins
  • Creative | Max Lom-Bor
  • Head of Art & Design | Lincoln Grice
  • Designer | Iva Madderom
  • Chief Strategy Officer | Christina Aventi
  • Planning Director | Thomasine Burnap
  • Chief Executive Officer | Stephen McArdle
  • General Manager | Richard Woods
  • Group Account Director | Victoria Venardos
  • Senior Account Manager | Anja Cherry
  • Head of TV | Jenny Lee-Archer
  • Art Buyer | Basir Salleh
  • Retoucher | Christopher Moore
  • Creative Services Director | Clare Yardley

Production Company

  • Title Artist Management
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