The Hiscox campaign, "There's No Business Like Small Business," positions the brand as a specialized insurance provider uniquely attuned to the nuanced needs of small business owners and entrepreneurs. It promises tailored, customizable coverage that allows these businesses to confidently pursue growth while managing risks. By emphasizing personalized solutions—from general liability to professional liability and business owner’s policies—the campaign underscores Hiscox’s commitment to protecting small businesses across diverse industries, including accountants, photographers, and consultants.
Strategically, the campaign leverages a cultural touchpoint—the adaptation of Irving Berlin’s classic "There’s No Business Like Show Business"—to evoke the dynamic, sometimes unpredictable journey of entrepreneurship. This creative choice aligns with Hiscox’s narrative approach, celebrating both the challenges and triumphs inherent in small business ownership. The introduction of the Hiscox Fella mascot further humanizes the brand, symbolizing reassurance and support amid uncertainties. Targeting U.S.-based small business owners, the campaign capitalizes on the insight that entrepreneurs value insurance partners who understand their unique risks and aspirations. By showcasing a comprehensive yet customizable insurance offering and highlighting the scale of existing customer trust (over 600,000 entrepreneurs), Hiscox reinforces its market position as a reliable, expert ally in the financial and insurance landscape for small businesses. The integrated media approach, reinforced by a strong digital presence and engaging storytelling, ensures broad reach and relevance to a diverse entrepreneurial audience navigating growth in 2025.
FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres.
This campaign is a clear example of the "Parody or Borrowed Format" device. The adoption and playful adaptation of the iconic show tune "There's No Business Like Show Business" specifically signals the use of a familiar pop culture reference—here, Broadway and musical tropes—remixed to fit the world of small business and insurance. Rather than focusing solely on straight storytelling, the creative leans on audience recognition of theatrical musical conventions, using them for comic and mnemonic effect. The presence of a mascot ("Hiscox Fella") and celebration of entrepreneurship within an entertaining, stylized context further cement this as a parody/borrowed format, rather than pure narrative, demonstration, or problem-solution approaches.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. The Hartford – Positioned as a trusted insurer for small to medium-sized businesses, The Hartford emphasizes personalized risk management solutions paired with superior customer service and financial strength, leveraging their long history to build reliability and tailored coverage.
2. Chubb – Known for its high-net-worth and commercial insurance, Chubb differentiates itself by offering comprehensive, customized policies and exceptional claims handling, targeting businesses seeking robust, global protection paired with expertise in complex risks.
3. Travelers – Travelers positions itself as a comprehensive commercial property and casualty insurer with a strong focus on innovation, technology-driven solutions, and risk control services designed to minimize clients' losses and enhance business continuity.
4. Hiscox – Hiscox distinguishes itself by focusing on niche small business markets and entrepreneurs, offering specialized, flexible policies tailored to creative and startup ventures, paired with streamlined digital buying experiences and expert advice.
5. Liberty Mutual – Liberty Mutual emphasizes broad-based business insurance solutions with a strong commitment to large enterprise and small business clients, leveraging extensive underwriting expertise, risk management resources, and a customer-centric claims process.
Q: What is There's No Business Like Small Business about?
A: There's No Business Like Small Business is a 2025 campaign from Hiscox, created in partnership with agency Terri & Sandy and directed by Freddie Powell of Drool Productions for the US market. The campaign celebrates the entrepreneurial journey by adapting Irving Berlin’s iconic show tune, There's No Business Like Show Business, to highlight both the joys and challenges of running a small business. Through film and integrated content, it showcases Hiscox’s commitment to supporting small business owners and professionals with tailored insurance solutions, while introducing the Hiscox Fella mascot as a symbol of reassurance and support.
Q: What creative device does There's No Business Like Small Business use?
A: There's No Business Like Small Business employs the Parody or Borrowed Format, as classified by Clapboard's 12-format taxonomy. The campaign adapts the well-known Broadway show tune There's No Business Like Show Business, leveraging the audience’s familiarity with musical theatre conventions for comic and mnemonic effect. This creative approach uses pop culture references and stylized entertainment to make insurance relatable, while the inclusion of the Hiscox Fella mascot and theatrical elements further positions the campaign within the parody or borrowed format category, rather than a straightforward narrative or demonstration.
Q: What is the campaign proposition for There's No Business Like Small Business?
A: The campaign proposition for There's No Business Like Small Business positions Hiscox as a specialized insurer that understands the unique risks and ambitions of small business owners and entrepreneurs. By offering customizable coverage—from general liability to professional liability and business owner’s policies—Hiscox aims to empower clients to pursue growth with confidence, knowing they are protected against setbacks. The campaign targets US-based entrepreneurs across diverse industries, emphasizing the brand’s expertise, scale of customer trust, and commitment to supporting the dreams and resilience of small business owners in a competitive financial landscape.
Q: How does There's No Business Like Small Business rank in Clapboard's archive?
A: There's No Business Like Small Business holds a Clapboard Campaign Score of 71/100 in Clapboard's global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the insurance and financial services sector.
Q: Who are the competitors in Hiscox's category?
A: In the business insurance category, Hiscox competes with The Hartford, which is known for personalized risk management and customer service for small to medium-sized businesses; Chubb, which targets clients seeking comprehensive, customized policies and exceptional claims handling for complex risks; Travelers, which emphasizes innovation and technology-driven risk control for commercial clients; and Liberty Mutual, which provides broad-based insurance solutions and a customer-centric claims process for both large enterprises and small businesses. Each competitor brings a distinct approach to serving the evolving needs of business clients in the US market.
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