AN ICONIC ANTHEM AN ODE TO ENTREPRENEURSHIP

Insurance is dominated by household names with budgets to match. Hiscox had neither, but it did have something more meaningful: a business built specifically around small businesses. So we celebrated everything giant insurers tend to overlook, with a campaign big enough for the smallest, but mightiest businesses.

“There’s No Business Like Small Business” reimagined Irving Berlin’s iconic anthem as a Broadway-worthy ode to entrepreneurship, turning broken lenses, burst pipes, late nights, and everyday victories into a full-blown musical spectacle, making a relatively small insurance brand feel anything but small.

Vintage movie poster for There's No Business Like Show Business used in the Hiscox creative campaign.

“There’s No Business Like Small Business” reimagined Irving Berlin’s iconic anthem as a Broadway-worthy ode to entrepreneurship.

“A colourful, musical-inspired campaign spotlighting the trials and tribulations of running a small business.”

Amy Hey, Shots

Hiscox creative campaign scene showing an accountant seated at a counter with coworkers.

“Small-business owners are the directors, stage managers, choreographers, and stars of their own Broadway show. Running a business is more than a full-time production and we want to make it easy to protect their livelihood with the right insurance... When something does threaten to derail the show, we will be there to piece the set back together, defend against bad actors, and put production back on track, because at Hiscox, we know that there's no business like small business.”

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