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AXA “Group Therapy” 2025

AXA “Group Therapy” (2025) is an AXA commercial directed by Neil Berkeley for VML, produced by Hartbeat Productions. It won 21 awards, including Cannes 2025 Gold · Film Lions / F05 Use Of Humour, Cannes Lions 2025 Film Gold and LIA 2025 Gold — TV & Cinema / Banking & Finance.

Comedians share their mental health struggles in a group therapy setting, finding humor and connection in their shared experiences, culminating in a powerful message of acceptance and support.

Video: AXA on YouTube

Shot by shot

  1. A box of glazed and chocolate-frosted donuts sits on a counter, with "BakeryFresh" printed on the side, in an interior setting.© AXA0:00
  2. A man in his 30s, wearing a dark blue shirt, sips from a white mug in a softly lit room with a light green wall.© AXA0:15
  3. A person with short hair in a green shirt sits in profile, listening intently in a dimly lit group setting, with another person out of focus beside them.© AXA0:25
  4. A person with short dark hair and a green shirt sits in a chair, talking in a modern living room setting.© AXA0:38
  5. A male comedian in his 50s, wearing a blue shirt, speaks animatedly in a group therapy session, with his name displayed on screen.© AXA0:53
  6. A woman with long dark hair and a colorful top speaks passionately, gesturing with her hand, in a softly lit room.© AXA1:02
  7. A female comedian in a black leather jacket and patterned pants performs on a stage with purple curtains, holding a microphone and gesturing with her arms.© AXA1:12
  8. Atsuko Okatsuka, a woman with a bowl cut and yellow top, looks down while speaking in an interior setting.© AXA1:28
  9. A man in his 40s, wearing a blue shirt, laughs heartily while sitting in an interior setting, with a fire extinguisher visible in the background.© AXA1:38
  10. A Black woman with blonde braids and a grey dress speaks with an open mouth, looking up and then to the side, in an interior setting.© AXA1:53
  11. A man with dark, curly hair and a blue shirt speaks in profile, while another man listens intently in the background during a group therapy session.© AXA2:04
  12. A woman in a black top and patterned leggings, wearing a lei, hangs from aerial silks, smiling at a man whose back is to the camera in a gym.© AXA2:17

Stills © AXA. Made by VML, Hartbeat Productions and Neil Berkeley.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Comedians use humor to destigmatize mental health in a group therapy setting.

Tagline: “Mental health. Yes.”

comedians as therapistsshared vulnerabilityhumor as coping mechanismcelebrity cameobreaking the fourth wallpersonal anecdotes

The cut

Length
166 s
Shots
118
Average shot
1.4 s

What creatives use AXA “Group Therapy” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of AXA “Group Therapy”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A box of glazed and chocolate-frosted donuts sits on a counter, with "BakeryFresh" printed on the side, in an interior setting.© AXAA man in his 30s, wearing a dark blue shirt, sips from a white mug in a softly lit room with a light green wall.© AXAA person with short hair in a green shirt sits in profile, listening intently in a dimly lit group setting, with another person out of focus beside them.© AXAA person with short dark hair and a green shirt sits in a chair, talking in a modern living room setting.© AXA
    Frames from AXA “Group Therapy”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of AXA “Group Therapy” in order, with its length, framing and what happens in it.

    A box of glazed and chocolate-frosted donuts sits on a counter, with "BakeryFresh" printed on the side, in an interior setting.© AXAA man in his 30s, wearing a dark blue shirt, sips from a white mug in a softly lit room with a light green wall.© AXAA person with short hair in a green shirt sits in profile, listening intently in a dimly lit group setting, with another person out of focus beside them.© AXAA person with short dark hair and a green shirt sits in a chair, talking in a modern living room setting.© AXAA male comedian in his 50s, wearing a blue shirt, speaks animatedly in a group therapy session, with his name displayed on screen.© AXAA woman with long dark hair and a colorful top speaks passionately, gesturing with her hand, in a softly lit room.© AXA
    Length: 166 s · Shots: 118 · Average shot: 1.4 s

  3. 03Ad ideas: every spot built on a shared vulnerability

    Before you present an idea, you need to know who has done it, and how.

    AXA “Group Therapy” is built on a shared vulnerability. Search the library by idea to see every spot that uses it.

    Airbnb “Until We All Belong”© AirbnbSnuggle “Comfort”© SnuggleSprite “You Are Not Alone”© SpriteCadbury “Give a Doubt Helen Mirren and Ian Wright”© Cadbury
    Airbnb · Snuggle · Sprite · Cadbury

More from VML

Award-winning finance & insurance commercials

  • Shield Insurance "After Shit Happened Service EP.1-5" (2026) commercial still© Shield InsuranceShield Insurance “After Shit Happened Service EP.1-5” 2026VML (VML Thailand / VML Bangkok)London International Awards Grand Prix 2026
  • Krungsri First Choice "What the Fast" (2024) commercial still© Krungsri First ChoiceKrungsri First Choice “What the Fast” 2024Dir. Wuthisak Anarnkaporn · Leo BurnettAdFest Grand Prix 2025
  • NRMA Insurance "Help is who we are" (2022) commercial still© NRMA InsuranceNRMA Insurance “Help is who we are” 2022Dir. Gary Freedman · The MonkeysEffie Awards Grand Prix 2022
  • John Lewis Financial Services "Tiny Dancer" (2015) commercial still© John Lewis Financial ServicesJohn Lewis Financial Services “Tiny Dancer” 2015Dir. Dougal Wilson · adam&eve\TBWALondon International Awards Grand Prix 2016
  • GEICO "Unskippable: Family" (2015) commercial still© GEICOGEICO “Unskippable: Family” 2015Dir. Terri Timely · The Martin AgencyCannes Lions Grand Prix 2015
  • Cash App "Timothée Chalamet for Cash App" (2026) commercial still© Cash AppCash App “Timothée Chalamet for Cash App” 2026Dir. Aidan ZamiriWebby Awards Winner 2026

Questions

Who directed the AXA “Group Therapy” commercial?

Neil Berkeley directed it, produced by Hartbeat Productions, for the agency VML.

Which agency made AXA “Group Therapy”?

VML created it for AXA (2025).

What awards did AXA “Group Therapy” win?

21 awards, including Cannes 2025 Gold · Film Lions / F05 Use Of Humour, Cannes Lions 2025 Film Gold, Cannes Lions 2025 Film Gold (Use of Humour) and LIA 2025 Gold — TV & Cinema / Banking & Finance.

What is the tagline of AXA “Group Therapy”?

“Mental health. Yes.”

Sources for the credits and awards

The WorkThe Work2025.liaentries.comwinners.epica-awards.comwinners.epica-awards.comThe Workoneclub.orgoneclub.orgclios.comclios.comyoutube.comThe Work