Anytime Romania launches its first brand campaign in Romania, signed by Oxygen

Anytime Romania, the digital insurance brand of Interamerican, makes its first brand statement in Romania with a campaign built around a promise simple enough to be the whole story: a car insurance quote in one minute, delivered exactly as described. Developed by Oxygen and titled “The Car Wash”, the campaign is one of the few in the category bold enough to put the product front and center and let it speak for itself.

Set inside a car wash, the TVC follows a couple’s playful conversation in which unspoken thoughts appear onscreen as visual disclaimers – the kind of light, relatable asides everyone recognizes from daily life. The creative device builds toward a single, clear conclusion: with Anytime, what you see is what you get. With Dani Oțil and Gabriela Prisăcariu in the lead roles, the campaign blends humor with cultural authenticity, making the message work as entertainment before anything else.

„We didn’t want to launch with abstract promises or emotional exaggeration. The brief was simple: if the product is genuinely useful, make that the story. A one-minute car insurance quote is specific, demonstrable, and relevant enough to carry an entire campaign. Oxygen understood that instinct immediately and built a creative platform that stayed true to it from beginning to end.” – Ioana Comaniciu, Head of Marketing, Anytime Romania

„Anytime is the kind of brand that prefers to do things rather than just talk about them. So its launch in Romania didn’t come with promises and theory, but with proof: a one-minute insurance quote, no fine print, no surprises. And somehow, we ended up making a campaign full of disclaimers.* With everything that implies, it’s actually very funny”. – Alin Mărghidanu, Group Creative Director, Oxygen

The campaign runs across a fully integrated communication mix, including TV, cinema, radio, digital out-of-home (DOOH), out-of-home (OOH), a one-day DOOH roadblock in Bucharest – with Anytime’s film taking over the city’s digital screens for a full 24 hours – as well as social media and a dedicated digital campaign.

OXYGEN team: Cosmin Baba – Creative Director, Agatha Müler – Group Creative Director, Alin Mărghidanu – Group Creative Director, Vlad Tătaru – Senior Copywriter, Dorin Bonta – Senior Art Director, Elis Iaia – Strategy Director, Bianca Gurzu – Senior Account Manager, Luiza Cernica – Social Media Director, Jennifer Bonanno – Senior Social Media Manager, Irina Claudia Marin – Social Media Coordinator, Gerhald Ernst – PR Director, Alice Lupan – Senior PR Manager, Ioan Dornescu – PR Coordinator, Cristian Costache – Senior Partner Oxygen Media, Cristina Țigău – Media Manager, Daniela Apostol – Trafic Manager.

Anytime Romania team: Ioana Comaniciu – Head of Marketing, Sabin Dumitrache – Performance Marketing Manager

About Oxygen

With offices in Bucharest, Cluj-Napoca and Athens and a team of over 150 professionals, Oxygen is one of the largest independent advertising and integrated communications agencies in Romania. With 18 years of experience and a diverse portfolio of local and international clients, Oxygen’s mission is to support the sustainable growth of brands and businesses through creativity, strategy, and results-driven integrated campaigns. Its portfolio includes companies such as Vodafone, Anytime, BYD, PPC, Globalworth, BEKO Romania, Metlen Group, STRABAG, Băneasa Shopping City, Olympus, Betano, Garanti BBVA, VEKA Romania, Selgros, Xiaomi, Antenna Group and Hesburger. For more information, please visit

About Anytime

Anytime is the leading digital insurance brand of Interamerican, a member of the Dutch Insurance group Achmea. With a market share of over 45% in both Greece and Cyprus, Anytime has become synonymous with service excellence and innovation in direct digital insurance. Since 2019, Anytime has entered a new phase of growth, embracing a philosophy of “more security, less bureaucracy”. The brand focuses on simplifying the insurance experience and expanding beyond traditional services to support a safer and more predictable everyday life. The mission “every moment, more” clearly reflects Anytime’s brand strategy of being accessible, convenient, and customer-centric through a fully digital, direct insurance model, offering peace of mind, simplicity, and protection in everyday life.