South Africa, Sept. 16 -- "We're all about disrupting the insurance market and shaking things up, because why not?" says De Wet van Deventer, head of marketing at King Price".

"South African humour and our people's passion are at the heart of what we do. Our new campaign follows in those footsteps: A little cheek, a lot of passion," he explains.

CEO Justinus van der Westhuyzen says that, in commercial insurance especially, the human touch has disappeared.

"Too often, clients end up dealing with bots instead of real people.

"We believe in putting relationships back at the heart of insurance. That's how we'll make insurance truly great again," he explains.

A simple Message

Behind the satire, the message is simple: King Price is doubli...