Nedbank’s Travel Insurance Pitch Comes Straight from the Pickpockets

Published on August 1, 2025

Snapshot:
Nedbank’s new campaign, created by agency Joe Public, takes an unconventional approach by featuring muggers, pickpockets, and con artists as the unlikely advocates for travel insurance. These “hard-working professionals” candidly describe their tactics in popular destinations like Barcelona and Koh Samui, reframing the conversation around risk and necessity. 

The message ties directly to the benefits of the Nedbank Platinum Credit Card, which includes up to R3 million in free travel insurance when flights are booked with the card. Executive marketers at Nedbank and creatives at Joe Public say the campaign aims to entertain while delivering a sobering reminder: tourists are always part of someone’s business model. The campaign rolls out across online film, social media, radio, and print.

 

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