Lights, Camera, Small Business! Hiscox USA Debuts Showstopper Campaign "There’s No Business Like Small Business"

Insurance company’s integrated campaign celebrates the joys and missteps of entrepreneurship

Atlanta, GA - February 24, 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,” premiering around Hollywood’s biggest night, March 2, 2025.

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 an 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 spokespuppet with a strong jaw and impeccable timing arrives to save the day.

“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,” says Regine Fiddler, Chief Marketing Officer and Head of Direct for Hiscox USA. “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.

View the work here: https://youtu.be/X7GzL4BlZHI

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.

“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,” said Todd Condie, Group Creative Director at Terri & Sandy. “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.”

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.

About Hiscox

Hiscox is a global specialist insurer, headquartered in Bermuda and listed on the London Stock Exchange (LSE:HSX). Our ambition is to be a respected insurer with a diverse portfolio by product and geography. We believe that building balance between catastrophe-exposed business and less volatile local specialty business gives us opportunities for profitable growth throughout the insurance cycle.

The Hiscox Group employs over 3,000 people in 14 countries, and has customers worldwide. Through the retail businesses in the UK, Europe, Asia and the USA, we offer a range of specialist insurance for professionals and business customers as well as homeowners. Internationally traded, bigger ticket business and reinsurance is underwritten through Hiscox London Market and Hiscox Re & ILS. In the US, Hiscox small business insurance is underwritten either by Hiscox Insurance Company Inc., a Chicago-based insurance company, or a Hiscox Syndicate at Lloyd’s, London, which is available on a surplus lines basis through licensed surplus lines brokers.

Our values define our business, with a focus on people, courage, ownership and integrity. We pride ourselves on being true to our word and our award-winning claims service is testament to that. For more information, visit www.hiscoxgroup.com.

About Terri & Sandy

Terri & Sandy is an independent advertising agency in NYC that brings clients big agency expertise faster, smarter, and more efficiently. Their clients include Revlon, Freshpet, Yankee Candle, Princess Cruises and BJ’s Wholesale Club, among others. Terri & Sandy is a 2023 Fast Company World Changing Ideas winner, has been ranked the #1 Most Effective Independent Agency in the U.S. on the Effie Index and named Ad Age’s Best Small Agency in North America.
For more information, visit terrisandy.com

About Irving Berlin

Lauded as one of the greatest songwriters in American history, Berlin composed more than 1,500 songs over his 60-year career, from ballads and dance numbers, to love songs and Broadway scores. Berlin’s catalog of renowned classics includes “Anything You Can Do,” “Blue Skies,” “Cheek To Cheek,” “How Deep Is The Ocean,” “It’s A Lovely Day Today,” “I’ve Got My Love To Keep Me Warm,” “Let’s Face The Music And Dance,” “Puttin’ On The Ritz,” “Steppin’ Out With My Baby,” “The Song Is Ended (But The Melody Lingers On),” “There’s No Business Like Show Business,” Guinness World Records’ longtime best-selling single “White Christmas,” and more.

Supplementing his historic musical success, Berlin composed 19 Broadway shows and 18 Hollywood films including White Christmas, Holiday Inn and Top Hat. Proving that great songs stand the test of time, Berlin’s music has been featured in films and shows like Home Alone, Titanic, The Simpsons, Spider Man 3 and Downton Abbey. Among numerous honors from throughout his life, Berlin won eight Academy Award nominations, multiple Tony Awards, a Grammy Lifetime Achievement Award, induction into the Songwriters’ Hall of Fame, the Presidential Medal of Freedom Award, and a star on the Hollywood Walk of Fame. His timeless songs have been covered by generations of music’s biggest acts including Lady Gaga, Frank Sinatra, Taylor Swift, Bing Crosby, Paul McCartney, Gregory Porter, Ella Fitzgerald, Bob Dylan, Willie Nelson, Aretha Franklin, Doris Day, Judy Garland, Nat King Cole, Barbra Streisand, Michael Bublé, Cher, Diana Ross, and Celine Dion, to name just a few. Irving Berlin’s catalog is exclusively represented globally by UMPG. https://www.irvingberlin.com

Media Contact

Lucy Baines
Hiscox USA
+1 646 560 9399
[email protected]