No weird comb-overs. Just lekker insurance. King Price is at it again, this time the insurer is rolling out a new campaign called ‘Make insurance great again’.

The first element, a tongue-in-cheek radio ad that drops on 15 September, promises to ‘build a wall around high premiums’ and ‘grab poor service by the policy.’ It’s irreverent. It’s playful. And it’s pure King Price.

“We’re all about disrupting the insurance market and shaking things up, because why not? 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,” says De Wet van Deventer, head of marketing at King Price”.

“In commercial insurance especially, the human touch has disappeared. Too often, clients end up dealing with bots instead of real people,” says CEO Justinus van der Westhuyzen. “We believe in putting relationships back at the heart of insurance. That’s how we’ll make insurance truly great again.”

Behind the satire, the message is simple: King Price is doubling down on service, simplicity, and heart. Whether it’s via WhatsApp, its app or self-service portal, or a friendly voice on the phone, they have your back 24/7, wherever you are. And when life throws you a curveball, they get you back on your feet fast.

‘Make insurance great again’ is fun. It’s fearless. And yes, it’s a little outrageous. But then again, that’s how King Price has made its mark. No fake news (or fake tan). Just lekker insurance. Just unapologetically South African.

Watch the ad here.