‘Being provocative is different to being offensive’: Life insurance firm defends using photo of serial killer Harold Shipman in ‘appalling’ advert 

- Advertisement -


  • DeadHappy used photo of killer to sell life insurance
  • But the firm doubled down and said it was just trying to be provocative.

- Advertisement -

An insurance company has been called “disgusting and tasteless” for using a photograph of serial killer Harold Shipman in one of their commercials.

- Advertisement -

Life insurance broker DeadHappy ran an ad this week with a picture of Shipman and the slogan “Life insurance.” Because you never know who your doctor might be.

Shipman was found guilty of killing 15 people, but the real figure could be as high as 250, making him one of the worst serial killers of all time. The former doctor committed suicide in a prison cell in 2004.

- Advertisement -

Insurance professionals lined up to criticize the advertisement.

The life insurance broker said it was only a “provocation” as Shipman’s portrayal was only a “provocation”.

Gareth Davies, director of South Coast Mortgage Services, said: “There are disagreements and completely wrong, and I’m afraid this is the last one.

“However, my guess is that they knew what the answer would be and that got us all talking about them as a firm.”

Scott Taylor-Barr, financial adviser to Carl Summers Financial Services, added: “It’s really awful and tasteless. Shipman’s crimes happened not so long ago, close relatives of his victims are alive and could well have seen this advertisement, which would have been terrible for them.

But DeadHappy doubled down on using Shipman’s image in ads.

DeadHappy founder Andy Knott said, “We’re DeadHappy and our motto is Life Insurance to Die For, so we’re aware of the provocative (and for some very shocking) nature of our brand.

“But provocation is different from offensive, and of course we never intend to offend or upset people. Our goal is to make people stop and think.

“We do take risks with our brand, and sometimes we can cross the line, no matter what and where the line is, and whoever decides to draw it.”

What is DeadHappy?

DeadHappy is a fully online pay-as-you-go life insurance broker that was launched in February 2019.

The firm positions itself as a disruptor to more traditional life insurance firms and uses controversial advertising and branding.

According to Direct Line Life Insurance, only 35% of UK residents are insured.

DeadHappy aims to increase this figure by making the life insurance purchase process faster and easier.

Customers go to the DeadHappy website, decide what they want to receive in the event of death, answer a few questions, and then receive a monthly quota to secure that payout.

The process is purely digital, meaning you can’t talk to anyone in person or on the phone, and there are no tips.

Credit: www.thisismoney.co.uk /

- Advertisement -

Recent Articles

Related Stories

Stay on top - Get the daily news in your inbox