Ad of the Day | Lights, Camera, Small Business! Hiscox USA Debuts Showstopper Campaign

Mar. 03, 2025

Small businesses, it turns out, have a lot in common with Broadway productions: long hours, relentless passion, and potentially show-stopping mishaps. Specialist global insurer Hiscox is celebrating these businesses – unexpected plot twists and all – with the debut of its new U.S. brand campaign, “There’s No Business Like Small Business.” 

With 34.8 million small businesses in the U.S., Hiscox is rolling out the red carpet for these unsung heroes – entrepreneurs who keep America’s show, and economy, on the road. Small businesses also contribute to the unique culture of the communities they serve by creating a sense of belonging for their customers and building resilience within local economies. From accountants, photographers and cosmetologists to fitness instructors, hair stylists and marketing consultants, Hiscox supports small businesses and one-man bands as they pursue their passions. That’s why Hiscox USA’s year-long campaign celebrates the star power of small businesses, while highlighting the importance of protecting what matters most.

The campaign was created in partnership with independent ad agency Terri & Sandy, Hiscox’s agency of record. Set to an adaptation of the classic Irving Berlin show tune, “There’s No Business Like Show Business,” which has been licensed from Universal Music Publishing Group, the campaign puts a small business spin on the beloved melody. In two 30-second hero spots, an accountant and a photographer sing about the thrills, joys, and long hours of being their own boss. That is, until disaster strikes: a broken pipe in the office, a toppled rig and shattered camera. But before the show can go off the rails, an animated Hiscox spokes-puppet with a strong jaw and impeccable timing arrives to save the day.

 

Regine Fiddler, Chief Marketing Officer and Head of Direct for Hiscox USA said:

“Small business owners are the directors, stage managers, choreographers, and stars of their own Broadway show. Running a business is more than a full-time production and we want to make it easy to protect their livelihood with the right insurance. When juggling their responsibilities, business owners shouldn’t have to worry about the ‘what ifs’. But, when something does threaten to derail the show, we will be there to piece the set back together, defend against bad actors, and put production back on track, because at Hiscox, we know that there’s no business like small business.”

 

Crafted intentionally by small businesses and craftspeople, the campaign was directed by Freddie Powell of Drool Productions. Behind the scenes, the production brought together a global crew with filming in Bangkok, Thailand, and sets, puppetry, and choreography created by talented artisans from around the world.

In its 7th year partnering with Disney, Hiscox is premiering the campaign around Hollywood’s biggest night. Leading up to the event, Hiscox is leveraging ABC Owned Television (OTV) Stations’ always-on entertainment voice, On The Red Carpet, to produce a series of custom segments spotlighting small businesses that help bring the iconic movies and glamour to life. One of the segments features Hiscox customer, Robear Landeros, a celebrity hairstylist who works on the Real Housewives of Beverly Hills, The Jennifer Hudson Show and RuPaul’s Drag Race.

Todd Condie, Group Creative Director at Terri & Sandy said:

“When the unexpected hits, being with an insurer who understands small businesses can spell the difference between a showstopper or minor inconvenience. Hiscox offers policies specifically tailored to their needs, with a human touch – and now, a fabulous theme song. We are super grateful for Premier Music – another small business – who licensed the rights to such a beloved tune from Universal Music Publishing Group and the Irving Berlin Estate.”

 

Freddie Powell of Drool productions said:

"From the moment I saw the script I was drawn to this project’s incredible charm. It was an absolute joy to lose myself in this magical, heightened, part animated/part live action musical world and I’m delighted to see it out there."

 

Hiscox USA provides a variety of admitted or specialty risk solutions, including a broad spectrum of professional liability, general liability, cyber and data security, media liability, management liability, crime, entertainment, and terrorism insurance products.