Jose Mourinho is back in Milan: Prima Assicurazioni convinced him.

Prima Assicurazioni, the insurtech that has revolutionized the Italian insurance market through technology, launches its new multi-platform advertising campaign “Tu, Prima,” a communication project that reinforces the brand’s positioning by putting the customer at the center, in an even more direct and distinctive way.

In the wake of the success of previous campaigns, Prima evolves its creative concept that overturns the conventions of testimonial advertising: even an iconic and charismatic figure like José Mourinho, the new face of the brand, has to “get in line” and become a customer in order to be in first place.

At the center of the narrative of the cinematic-cut campaign, signed by TBWA Italia, there is precisely this paradox: for Prima, in fact, customers always come first. Even of the “Special One.”

The main spot – declined in 4 different stories for TV, radio and digital formats – follows Mourinho in a funny and self-deprecating journey: used to always being number one, he suddenly discovers that for Prima “Luca comes first” or “Lucia comes first,” every customer “comes before” him, going into crisis and repeating like a mantra “José first.” Only by becoming a Prima customer does Mourinho regain his place: a narrative reversal that translates the brand promise in a simple and powerful way.

“My role as a coach has allowed me to always be center stage. This is precisely why I liked the idea of the campaign: to overturn the rules with intelligence and irony and put myself on the line. In the end, I accepted the challenge: for Prima, the customer always comes first. It’s an idea that I found very impactful. And so yes … Jose first, but only after becoming a customer,” commented the Portuguese.