Prima Assicurazioni plays with its name (prima in Italian means first) and pushes on its strong and simple positioning: “You, first.” A promise to always put customers and their needs ahead of everything else, delivering a seamless and high-quality experience both online and offline.
The campaign brings this concept to life by overturning the identity of José Mourinho, famously known as “The Special One.” For the first time, he finds himself second and quietly struggling to accept it. Through a series of ironic, melancholic moments triggered by a misunderstanding, he searches for a way back to being “number one.”
The resolution is simple and unexpected: in a world where customers come first, even Mourinho has to step aside.