Fortune Favours the Insured - ALA Insurance new campaign looks to the future

At ALA Insurance, we believe protecting your car shouldn’t be complicated or dull. That’s why we’ve launched Fortune Favours the Insured, a fresh and playful campaign designed to shine a light on the value of GAP insurance in a way that’s memorable, magical, and just a little mysterious.
We were shocked that, through our research with YouGov we conducted in December 2024, 63% of drivers didn't know that there were financial shortfalls when claiming on their comprehensive car insurance. We are therefore on a mission to educate people that this is how car insurance works and that there is a helpful solution - GAP insurance - that could save you thousands.

At the heart of the campaign is our brand-new digital audio advert. Listeners are invited to step into the tent of a mystical fortune teller, brought vividly to life by the unmistakable voice of Pam Ferris. With wit, charm, and just a touch of crystal-ball magic, Pam guides drivers through the world of GAP insurance—demystifying what it is, and showing how ALA helps protect against the unexpected.
Because while none of us can predict the future, one thing is certain: ALA ensures you’re prepared for it.

Bringing our mystical theme to life visually is award-winning illustrator Ana Jaks. Known for her vibrant use of colour, expressive shapes, and bold patterns, Ana’s work transforms everyday moments into extraordinary worlds.
Ana was commissioned by ALA to create tarot cards showing unfortunate incidents that lead to writing off your car; a fire, a flood, a car accident and a theft. Leaning into the fortune teller world, these incidents come to life in The Blaze, The Flood, The Crossroads and The Thief.

Her illustrations for Fortune Favours the Insured bring a modern, playful energy to the mystical universe of our fortune teller. Think bold colours, striking characters, and whimsical details that make the unseen world of fortune-telling feel fresh and fun.

Hailing from the Isle of Man and now based in Bristol, Ana’s portfolio celebrates themes of femininity, queerness, and sport—though she’s also no stranger to the magical. In fact, Ana and her studio pals regularly host tarot card meetings, making her the perfect fit for this campaign.
Ana has previously worked with global brands like Nike, Bombay Sapphire, Sephora, Facebook, Schuh, New Balance, and The FA Cup. We’re delighted to add ALA Insurance to her impressive list of collaborators.

The campaign was developed in partnership with Meanwhile, a creative agency based in Manchester. Known for their sharp ideas and storytelling flair, Meanwhile helped bring together the magic of Pam Ferris’s fortune teller narration and Ana Jaks’s vibrant illustrations into one cohesive and captivating campaign.

GAP insurance can sometimes feel like a mystery, but it doesn’t have to. Our campaign is designed to make understanding it as engaging as listening to your favourite storyteller or gazing at a beautifully illustrated tarot card.

With Pam Ferris’s voice guiding the story, Ana Jaks’s artistry shaping the visuals, and Meanwhile’s creative direction weaving it all together, we’re excited to show drivers everywhere that GAP insurance isn’t just about protecting cars—it’s about protecting peace of mind.

Because when it comes to your car, Fortune Favours the Insured.