It's Patrick, He Got Life Insurance

RewindMore than any other header tagline in the history of this site, "It's Patrick, He Got Life Insurance" has elicited the greatest response.

I actually wasn't sure whether it was "It's Patrick, He Bought Life Insurance" or "It's Patrick, He Got Life Insurance," but I remember well the ad the line was from. It was an ad for Norwich Union that I must have seen a hundred times. An elderly couple receive a call from their son Patrick who is trying to convince them to buy life insurance. It was highly memorable for a few reasons.

  1. The old dude answered the phone and a mere second later announces to his wife that it's their son Patrick and he got life insurance. Patrick must be one hell of a fast talker, because the speed at which this information is conveyed is unbelievable. He doesn't open with a "Hi dad, how are you?" but in a one-second time period he manages to cram in the "hi dad, it's Patrick" and "I got life insurance" and the dad deems this news so exciting that he can't wait a minute to share it with his wife.
  2. Throughout the call, the mother of Patrick had several questions about this life insurance. She asked these questions through her husband by writing them down on paper. But not just any paper with any pen or pencil, but big white paper with coloured markers, that just happened to be by the phone. How convenient!
  3. And finally, we know the son is a fast talker, but he comes by it honestly. Mom is a super fast writer. The speed at which she neatly wrote the questions in magic marker was incredible.

I loved to hate that ad. It's right up there with The Clapper and I've Fallen and I Can't Get Up. Sadly, I couldn't find the ad on YouTube. Can anyone help me score video of this classic Norwich Union ad?


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Ask, and you shall receive :)

Found it Googling "Norwich Union Patrick"

February 5, 2009 @ 12:56 PM


Oh wait, that's not it... just a minute....

It's another NW commercial with the PATRICK COMMERCIAL IN IT! *slaps forehead*

February 5, 2009 @ 1:04 PM

Toronto Mike

C'mon Kirsten, you teased us!

That one does allude to the "It's Patrick" spot at the beginning, but it's not the ad we're looking for.

February 5, 2009 @ 1:52 PM


I had almost managed to get everyone forget that line. Thanks, Mike :(

February 5, 2009 @ 2:42 PM


I loved this ad.

It was so much fun to make fun of. I have not forgotten it. I remember in High School we did a parody of it. Where "Patrick" called but it the old dude's daughter and he was clearly off his meds.

February 5, 2009 @ 3:03 PM


too bad its Norwich=AIG now. we'll never get to meet Patrick!

February 10, 2009 @ 7:59 AM

Bugsy Brown

Does anyone remember the Oil of Olay commercial... on a ski mountain.

Guy spots a lady and says..
"Emerson High, 1975. You were in my class."

"I was your teacher."

"Miss Fitzhenry?"

"Bugsy Brown."

I loved that commercial almost as much as "Patrick" but I can't find it anywhere.

February 16, 2009 @ 4:49 PM


Yeah I can't find the original ad either.
I find it really amusing that there are others also in search of this... "holy grail" of commercials...

June 9, 2009 @ 3:35 PM

Norwich Rob

For the love of god, allah, buddah etc. Could someone dig into their old VHS collection and post the Patrick life insurance commercial. I will not sleep, eat, bathe, smile or be a functioning member of society until I see the Patrick life insurance commercial. Please help a brother out.

August 1, 2009 @ 10:36 PM


Man, so I was just trying to find this video and your blog showed up. Any luck finding the video?

December 1, 2009 @ 3:29 PM

Cameron Turnbull

I just emailed one of my old comm-tech teachers, who absolutely has every scrap of media ever produced.

He said he doesn't have it off hand, and catalogued, but he "will see if I have accidentally caught it in one of my off air vids at home"

Here's hoping!

January 8, 2010 @ 8:57 AM


Hello? It's Patrick. He just took out life insurance. Good for you son. At my age it's probably too late for life insurance. Dad, the Miller's are older than you and they've just been insured by Norwich Union. Really? With my high blood pressure I'm sure to be rejected. You must have to take a medical. No you don't. Th...e guaranteed life insurance plan from Norwich Union is specifically designed for people over 50. Even if you were 75 you'd still be insured without a medical. Well, it would be reassuring to leave some money. Let me take the number down. G-u-a-r-a-n-t-e-e-d L-i-f-e I-n-s-u-r-a-n-c-e P-l-a-n f-r-o-m N-o-r-w-i-c-h U-n-i-o-n.

January 10, 2010 @ 5:37 PM


We need to find this commercial. Please, this was a beautiful portrait of family decision making. It was all about love and insurance. Someone for the love of god, post this commercial. Please.

February 9, 2010 @ 2:26 AM



June 2, 2010 @ 7:59 PM


Old post; but I came across the video:


September 22, 2010 @ 9:29 PM


Thanks for posting. I needed that video too (as well as Bugsy Brown). (And yeah, who *does* go by the name Bugsy anyway?)

Remember this gem?

October 14, 2010 @ 7:15 AM


Just to let you know, we named our band after this commercial. It's Patrick, a Toronto based band existed from around 1994-1999. We also used the actor's soundbite from the commercial to open our single, 'Open Mind'. His son came out to a show at the El Mocambo.

January 13, 2011 @ 11:57 PM


Here it is:

"It's Patrick, he took out life insurance."

January 7, 2018 @ 6:50 PM

Patricia Presti

This was made by Ogilvy and Mather Direct Advertising and based on French advertisements that were alike. This was a Canadianized version that that's why it was so weird ... had to keep as close to the French version as possible. Was taped in an old on house in Rosedale :)

June 24, 2018 @ 9:23 PM

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