shots 20th: 1991 - We have a policy on laughter

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Mining side-splitting comedy from the insurance industry may seem far-fetched, but as Danny Edwards discovers, Dutch insurers Centraal Beheer and DDB Amsterdam know exactly where the jokes are buried

If we were to play a word association game and the first word out of the hat was ‘insurance’, what would your response be? Boring? Dull? Tedious?

Something along those lines, probably. Insurance just doesn’t excite, does it? No one, surely, would associate insurance with humour;

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