I half agree, and half disagree with you.

Agreed, all ads on the IPL suck because they are constantly interrupting the flow of viewing pleasure. The joy of these matches, besides the game itself, is the emotions, the back-slapping (and face-slapping) displayed between balls and wickets. The ads are a killjoy and must definately be reigned in.

However, as for the Max New York Life Insurance ad, I quite like it. It is obviously based on a powerful insight (albeit an obvious one) which says you can cop it anytime, so make sure you’ve insured (pardon the pun) that your loved ones are taken care of financially. But then you mentioned that.

What I like, and why it connected with me, is that it is placed in the context of a normal, healthy looking couple (one with which I can relate to), not someone who is unfit or old.

To that effect it is scary, and hence makes the point. And made me double check that all my own policies are in place!

Also it is a very well made film. Slick, with just the right amount of drama.

In summary, what I feel:
1) ads on IPL are definately annoying
2) the MNYL ad ain’t bad

PS> i think the male model of the MNYL ad also appears in a Saffola ad, as an unfit dad who cannot finish the parent’s race in his son’s school… has anyone at MNYL or its agency noticed that?!