Ethias is here for you. Whatever happens.

After kicking off its partnership with Ethias this summer, AdSomeNoise is now taking the next step with a new brand campaign. At its heart is Ethias’ renewed brand promise: “We’re here for you.”

The campaign brings the promise to life through three films, each built around a familiar moment in life: a first move as a couple that doesn’t quite go according to plan, a young family in the middle of a renovation, and family life moving at full speed.

Because if there’s one thing life has taught us, it’s that things rarely go exactly as planned. A perfectly ordinary situation can quickly turn into cheerful chaos. That universal truth is the starting point for the campaign, with AdSomeNoise pushing everyday mishaps to absurd lengths through a series of humorous chain reactions.

At the centre of it all are the Ethis, Ethias’ iconic round-shaped characters. Already firmly established in the brand’s visual universe, they return in a fresh creative approach that puts them right in the middle of the action.

And while the situations may spiral completely out of control, the message remains reassuringly simple: whatever stage of life you’re in, whatever situation you find yourself in, Ethias is there for you.

The new baseline becomes the common thread running through a creative platform designed to grow with the brand and connect with different audiences, while always staying close to the reality of everyday life.

The campaign will roll out across 30- and 15-second TVCs, BVOD, social video and display. It will also take over large-format outdoor advertising in 36 m², 21 m² and 8 m² formats, as well as full tram wraps on De Lijn trams in Antwerp and STIB trams in Brussels.

With this new campaign, AdSomeNoise takes another step in building a distinctive and coherent brand territory for Ethias, one that can evolve with the brand and be there for its customers in all the situations life can throw at them.