Two things about this ad, which I saw on the tube today.
1) in the big advertising references game, I call this as wordle
2) the idea of a personal claims handler for water, while timely is a bit rubbish isn't it? It's a bit like saying if your car is hit by any kind of Peugeot the insurance company will send someone over to stroke your hair in hospital.
However, the human mind is quite bad at evaluating risks and I think there is some research to suggest that the more specific you are about a risk, the more likely people perceive it as happening. So if you ask someone what the chances are of there being a major earthquake in the world sometime this month, they will give you one estimate, but if you ask them what the chances are of a major earthquake in Los Angeles this month they will give you an estimate suggesting it is more likely - even though the set of places in Los Angeles is inside the set of places in the world. This is covered in the excellent book 'Made to Stick' by Chip and Dan Heath.
I guess since insurance companies want you to fear specific, concrete things and perceive them as likely to happen this is a good approach, given they probably assign personal claim handlers for all expensive cases like flooding - since it's probably good at keeping the costs down.
